Marketing Fundamentals (11176.2)

Please note these are the 2026 details for this unit
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Marketing Fundamentals
Available teaching periods Delivery mode Location
View teaching periods On-campus
Online self-paced
 Bruce, Canberra
UC College, Bruce, ACT
St Leonards, NSW
EFTSL Credit points Faculty
0.125 3 Faculty Of Business, Government & Law
Discipline Study level HECS Bands
Canberra Business School Level 1 - Undergraduate Introductory Unit Band 4 2021 (Commenced After 1 Jan 2021)
Band 4 2021 (Commenced After 1 Jan Social Work_Exclude 0905)
Band 5 2021 (Commenced Before 1 Jan 2021)
Marketing is embedded in everything that we do. This unit will equip and inspire students to strategically think like a marketing professional and introduce them to the fundamental concepts of marketing, such as how to create value for customers and how to capture value in return.
Throughout the unit, students will explore and investigate marketing strategies and trends that are relevant to marketing practice and the business environment.

Learning outcomes

After successful completion of this unit, students will be able to:
1. Analyse domestic and international marketing environments and supply chains;
2. Design appropriate marketing strategies for specific market segments;
3. Evaluate contemporary marketing practices, including ethical and sustainability considerations, and their impact on stakeholders; and
4. Develop a hypothetical marketing plan for a product, service, or business.


Graduate attributes

1. UC graduates are professional - communicate effectively
1. UC graduates are professional - employ up-to-date and relevant knowledge and skills
1. UC graduates are professional - take pride in their professional and personal integrity
1. UC graduates are professional - use creativity, critical thinking, analysis and research skills to solve theoretical and real-world problems
1. UC graduates are professional - work collaboratively as part of a team, negotiate, and resolve conflict
2. UC graduates are global citizens - adopt an informed and balanced approach across professional and international boundaries
2. UC graduates are global citizens - behave ethically and sustainably in their professional and personal lives
2. UC graduates are global citizens - communicate effectively in diverse cultural and social settings
2. UC graduates are global citizens - make creative use of technology in their learning and professional lives
3. UC graduates are lifelong learners - adapt to complexity, ambiguity and change by being flexible and keen to engage with new ideas
3. UC graduates are lifelong learners - be self-aware
3. UC graduates are lifelong learners - evaluate and adopt new technology
3. UC graduates are lifelong learners - reflect on their own practice, updating and adapting their knowledge and skills for continual professional and academic development
4. UC graduates are able to demonstrate Aboriginal and Torres Strait Islander ways of knowing, being and doing - apply their knowledge to working with Indigenous Australians in socially just ways
4. UC graduates are able to demonstrate Aboriginal and Torres Strait Islander ways of knowing, being and doing - communicate and engage with Indigenous Australians in ethical and culturally respectful ways
4. UC graduates are able to demonstrate Aboriginal and Torres Strait Islander ways of knowing, being and doing - apply their knowledge to working with Indigenous Australians in socially just ways
4. UC graduates are able to demonstrate Aboriginal and Torres Strait Islander ways of knowing, being and doing - communicate and engage with Indigenous Australians in ethical and culturally respectful ways


Prerequisites

None.

Corequisites

None.

Incompatible units

None.

Equivalent units

6357 Introduction to Marketing

Assumed knowledge

None.
Availability for enrolment in 2026 is subject to change and may not be confirmed until closer to the teaching start date.
Year Location Teaching period Teaching start date Delivery mode Unit convener
2025 Bruce, Canberra Semester 1 03 February 2025 On-campus Dr Irfan Khan
2025 UC College, Bruce, ACT UC College Trimester 1 03 February 2025 On-campus Mr Saeed Uz Zaman Khan
2025 St Leonards, NSW Semester 1 03 February 2025 On-campus Dr Irfan Khan
2025 Bruce, Canberra Semester 1 03 February 2025 Online self-paced Dr Irfan Khan
2025 Bruce, Canberra Semester 2 28 July 2025 On-campus Dr Irfan Khan
2025 Bruce, Canberra Semester 2 28 July 2025 Online self-paced Dr Irfan Khan
2025 UC College, Bruce, ACT UC College Trimester 3 15 September 2025 On-campus Mr Saeed Uz Zaman Khan
2026 Bruce, Canberra Semester 1 16 February 2026 On-campus Dr Irfan Khan
2026 St Leonards, NSW Semester 1 16 February 2026 On-campus Dr Irfan Khan
2026 Bruce, Canberra Semester 1 16 February 2026 Online self-paced Dr Irfan Khan
2026 UC College, Bruce, ACT UC College Trimester 1 02 March 2026 On-campus Mr Saeed Uz Zaman Khan
2026 Bruce, Canberra Semester 2 10 August 2026 Online self-paced Dr Irfan Khan
2026 Bruce, Canberra Semester 2 10 August 2026 On-campus Dr Irfan Khan
2026 UC College, Bruce, ACT UC College Trimester 3 26 October 2026 On-campus Mr Saeed Uz Zaman Khan
The information provided should be used as a guide only. Timetables may not be finalised until week 2 of the teaching period and are subject to change. Search for the unit timetable.

Required texts

Prescribed text 

Armstrong, G., Kotler, P., Volkov, M., Ang, S. H., Fernandez, K. V., & Tuzovic, S. (2025). Marketing: An introduction (9th ed.). Pearson. ISBN: 9780655708605

Recommended readings

 Solomon, M.R., Sturt, E. W.Marshall, G.W., Marketing: Real People, Real Choices, Global Edition, 9th Edition, Pearson, 2017

Journal articles

1. Morgan, N. A., Whitler, K. A., Feng, H., & Chari, S. (2019). Research in marketing strategy. Journal of the Academy of Marketing Science, 47(1), 4-29.

2. Cespedes, F. V., & Piercy, N. F. (1996). Implementing marketing strategy. Journal of Marketing Management, 12(1-3), 135-160.

3. Greenley, G. E. (1989). An understanding of marketing strategy. European Journal of marketing, 23(8), 45-58.

4. Constantinides, E. (2006). The marketing mix revisited: towards the 21st century marketing. Journal of marketing management, 22(3-4), 407-438.

5. Kwok, L., Tang, Y., & Yu, B. (2020). The 7 Ps marketing mix of home-sharing services: Mining travelers' online reviews on Airbnb. International Journal of Hospitality Management, 90, 102616.

6. Shakouhi, F., Tavakkoli-Moghaddam, R., Baboli, A., & Bozorgi-Amiri, A. (2021). A competitive pharmaceutical supply chain under the marketing mix strategies and product life cycle with a fuzzy stochastic demand. Annals of Operations Research, 1-29.

7. Abedian, M., Amindoust, A., Maddahi, R., & Jouzdani, J. (2021). A game theory approach to selecting marketing-mix strategies. Journal of Advances in Management Research.

8. Dewnarain, S., Ramkissoon, H., & Mavondo, F. (2021). Social customer relationship management: a customer perspective. Journal of Hospitality Marketing & Management, 1-26.

9. Lozada-Contreras, F., Orengo-Serra, K. L., & Sanchez-Jauregui, M. (2021). Adaptive customer relationship management contingency model under disruptive events. Journal of Advances in Management Research.

10. Herman, L. E., Sulhaini, S., & Farida, N. (2021). Electronic customer relationship management and company performance: Exploring the product innovativeness development. Journal of Relationship Marketing, 20(1), 1-19.

Websites

https://business.gov.au/

https://www.rba.gov.au/

https://www.abs.gov.au/

https://www.accc.gov.au/

https://ami.org.au/

Submission of assessment items

Extensions & Late submissions

Use of AI is not permitted in this unit.

 The University's position is that artificial intelligence services must not be used for assessment or assessment preparation by students unless explicitly allowed in the assessment instructions for an assessment task published with the assessment task and/or in the unit outline. That is, an AI service may only be used if:

 a) its use is authorised by the unit convener as part of the specified task; and

b) it is used in the way allowed in the assessment instructions and/or unit outline; and

c) its use is appropriately referenced, meaning that the students must reference the use of AI in their assessment in the same way as they reference other source material.

The use of AI has not been specified in the assessment instructions for the unit or in the unit outline and thus, AI is not a permissible resource.

Special assessment requirements

Note: Students must obtain at least 50% marks overall to pass this unit.

Students must apply academic integrity in their learning and research activities at UC. This includes submitting authentic and original work for assessments and properly acknowledging any sources used.

Academic integrity involves the ethical, honest and responsible use, creation and sharing of information. It is critical to the quality of higher education. Our academic integrity values are honesty, trust, fairness, respect, responsibility and courage.

UC students have to complete the Academic Integrity Module annually to learn about academic integrity and to understand the consequences of academic integrity breaches (or academic misconduct).

UC uses various strategies and systems, including detection software, to identify potential breaches of academic integrity. Suspected breaches may be investigated, and action can be taken when misconduct is found to have occurred.

Information is provided in the Academic Integrity Policy, Academic Integrity Procedure, and University of Canberra (Student Conduct) Rules 2023. For further advice, visit Study Skills.

Participation requirements

You are expected to participate in all activites.

Required IT skills

Basic Word processing, Excel spreadsheet, and PowerPoint skills.

Work placement, internships or practicums

This unit involves online simulation of marketing activities.

Next step

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