Credit Points: 15

Prerequisite: N/A

Co-requisite: N/A

Workload: 36 contact hours

Campus: Melbourne, Sydney

Aims & Objectives

This is a first-year core unit offered in the Bachelor of Business program. The unit provides a pathway for students to continue on with a major in Accounting, Marketing or Management.

Organisations are created to develop and offer products and services to the market place. For these organisations to be successful they must be able to effectively communicate what the products and services are and how they will meet the needs of purchasers. To be competitive these organisations must also be able to source the resources necessary to sustain the offering of the products and services with minimal cost and adequate profitability for expansion and future development. All these activities are involved in effective marketing to customers.

The subject material covers the marketing environment in which marketing decisions take place, including the demographic, legal, political, technological, social, cultural, and physical aspects of that environment, which are relevant to those marketing decisions.

The subject also covers the mix of decisions regarding product, price, promotion and distribution policies as well as the identification of marketing opportunities, market research and the analysis of consumer behaviour, the selection of markets, market segmentation, targeting and positioning. In addition, the development of a marketing plan is covered.

Unit topics include:

  • Introduction to marketing
  • Information on consumers
  • Market research
  • Marketing mix
  • Market segmentation
  • Integrated marketing communication
  • Marketing globally
  • Marketing technological tools

Learning Outcomes

At the completion of this unit students should be able to:

  1. Examine core concepts of marketing and the role of marketing in business and society
  2. Assess appropriate marketing mixes for specific industries
  3. Develop marketing strategies in order to achieve a competitive market advantage
  4. Apply knowledge and skills to real-world experiences through integrated marketing plans
  5. Determine unique marketing mixes and selling propositions for specific product offerings

Teaching Method

Lecture: 2 hours
Tutorial/Workshop: 1 hour
Face to Face

Assessment

Assessment Task
Learning Outcomes Assessed
Weighting
Contribution in class a-e* 10%
Peer feedback on the draft marketing plan (Group) a-e* 5%
Final marketing plan (Group) a-e* 25%
Presentation (Group) a-e* 10%
Final Examination (3 hours) a-e* 50%
Total   100%

*refer to learning outcomes above.

Textbook

Lamb, C.W., Hair, J.F., McDaniel, C., Summers, J. & Gardiner, M. (2016). MKTG3 (3rd edition), Victoria, Australia: Cengage Learning


Reference Reading

  • Kotler, P., Burton, S., Deans, K., Brown, L., & Armstrong, G. (2013). Marketing (9th edition), NSW, Australia: Pearson Publications.
  • Elliott G. (2014). Marketing (3rd edition), Australia: John Willey and Sons.
  • Armstrong G., Adam, S., Denize S., Kotler P., (2014). Marketing Management, (6th edition), NSW, Australia: Pearson Publications.

Adopted Reference Style: APA

MIT is committed to ensure the course is current, practical and relevant so that graduates are “work ready” and equipped for life-long learning. In order to accomplish this, the MIT Graduate Attributes identify the required knowledge, skills and attributes that prepare students for the industry.
The level to which Graduate Attributes covered in this unit are as follows:

Ability to communicate Independent and Lifelong Learning Ethics Analytical and Problem Solving  Cultural and Global Awareness Team work Specialist knowledge of a field of study
             

Legend

Colour coding    

Extent covered

                                The standard  is covered by theory and practice, and addressed by assessed activities in which the students always play an active role, e.g. workshops, lab submissions, assignments, demonstrations, tests, examinations
  The standard is covered by theory or practice, and addressed by assessed activities in which the students mostly play an active role, e.g. discussions, reading, intepreting documents, tests, examinations
  The standard is discussed in theory or practice; it is addressed by assessed activities in which the students may play an active role, e.g. lectures and discussions, reading, interpretation, workshops, presentations 
  The standard is presented as a side issue in theory or practice; it is not specifically assessed, but it is addressed by  activities such as lectures or tutorials
  The standard  is not considered, there is no theory or practice or activities associated with this standard