Contemporary Marketing Principles and Practice G (12176.1)

Please note these are the 2026 details for this unit
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Contemporary Marketing Principles and Practice G
Available teaching periods Delivery mode Location
View teaching periods Online self-paced
 Bruce, Canberra
EFTSL Credit points Faculty
0.125 3 Faculty Of Business, Government & Law
Discipline Study level HECS Bands
Canberra Business School Graduate Level 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)
The unit examines practices in marketing management in small, medium and large businesses and organisations in Australia and international contexts. You will analyse the marketing environment and evaluate marketing opportunities and select appropriate target markets. Based on this analysis you will develop a marketing plan for either a business, public sector or not for profit entity. You will actively interpret and evaluate contemporary marketing practice strategies in Australian and international contexts.

Learning outcomes

Upon successful completion of this unit, students will be able to:
1. Appraise marketing environments and recommend strategies for specific market segments in a global context;
2. Critically evaluate marketing strategies and their impact on stakeholders including ethical considerations; and
3. Develop a marketing plan for a business enterprise/charity/ public sector service / Indigenous business.


Graduate attributes

1. UC graduates are professional - employ up-to-date and relevant knowledge and skills
1. UC graduates are professional - communicate effectively
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 - think globally about issues in their profession
2. UC graduates are global citizens - adopt an informed and balanced approach across professional and international boundaries
3. UC graduates are lifelong learners - reflect on their own practice, updating and adapting their knowledge and skills for continual professional and academic development


Prerequisites

None.

Corequisites

None.

Incompatible units

None.

Equivalent units

6261 Marketing G

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 2 28 July 2025 Online self-paced Dr Gerard Reed
2026 Bruce, Canberra Semester 1 16 February 2026 Online self-paced Prof Lorne Cummings
2026 Bruce, Canberra Semester 2 10 August 2026 Online self-paced Prof Lorne Cummings
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/

 

 

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

Students are expected to complete self-placed activities provided in each Module of the Unit.

Required IT skills

Basic knowledge of Word and PPT software or equivalents.

In-unit costs

None

Work placement, internships or practicums

None

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