Marketing Principles (9159.1)

Please note these are the 2016 details for this unit
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Marketing Principles
Available teaching periods Delivery mode Location
View teaching periods
EFTSL Credit points Faculty
0.125 3 Faculty Of Business, Government & Law
Discipline Study level HECS Bands
School Of Management 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)
In this unit students study the aspects of marketing relevant to the manager in an Australian organization and how the manager's contribution to the organisation may be enhanced by having an increased level of knowledge of marketing.
Students research how marketing is an important function in non-profit organisations as well as government and commercial businesses. Students briefly examine also the concept of strategic marketing, the marketing plan, and the need to satisfy legal and ethical obligations in the development of marketing strategy.

Learning outcomes

On completion of this unit students will be able to:
1 demonstrate an understanding of marketing and how it is managed within the Australian business environment;
2. segment the market, identify target markets and develop positioning strategies;
3. evaluate the significance of each component of the marketing mix and their inter-relationships;
4. determine the marketing mix for specific markets;
5. monitor and adjust the marketing mix;
6. assess how marketing can make a contribution to organisational success.


Graduate attributes

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
2. UC graduates are global citizens - behave ethically and sustainably in their professional and personal lives
1. UC graduates are professional - work collaboratively as part of a team, negotiate, and resolve conflict
3. UC graduates are lifelong learners - adapt to complexity, ambiguity and change by being flexible and keen to engage with new ideas


Prerequisites

None.

Corequisites

None.

Incompatible units

NONE.

Equivalent units

NO.

Assumed knowledge

NONE
Year Location Teaching period Teaching start date Delivery mode Unit convener
Not available

Required texts

Lists of required texts/readings

 

·                Belch, G., Belch, M., Kerr, G., Powell, I. (2009), Advertising and Promotion. McGraw-Hill, Sydney.

 

·                Chitty, W., Barker, N., Valos, M., and Shimp, T. A., (2012), Integrated Marketing Communications: Third Asia_Pacific Edition, 3rd edn, Cengage Learning, Melbourne.

 

·                Kotler, P., Brown, L., Burton, S., Deans, K., & Armstrong, G. (2010), Marketing, 8th ed., Pearson Education Australia Pty Ltd, Sydney, NSW.

 

·                Quester, P. G., McGuiggan, R. L., McCarthy, E. J. and Perrault Jr., W. D.  (2009), Marketing: Creating and Delivering Value, 6th edn, McGraw-Hill, Sydney.

 

·                Quester, P., Neal, C., Pettigrew, S., Grimmer, M., Davis, T., & Hawkins, D., (2007), Consumer Behaviour, Implications for Marketing Strategy (5th ed.), McGraw-Hill, Sydney.

 

·                Reed, P., (2015), Strategic Marketing: Decision Making and Planning, 4th edn, Cengage Learning, Melbourne.

 

·                Schiffman, O'cass, Paladino, Carlson, (2013), Consumer Behaviour 6e,  Pearson Education Australia Pty Ltd, Sydney.

 

·                Solomon, M., Hughes, A., Chitty, B., Marshall, G. W., Stuart, E. W., (2013), Marketing: real people, real choices, 3rd edn, Pearson Education Australia Pty Ltd, Sydney.

 

·                Zikmund, Ward, Lowe, Winzar, Babin, (2011), Marketing Research, Asia Pacific Edition, Cengage Learning, Melbourne.

 

  • Additional useful references include the marketing academic journals i.e.

                  Journal of Marketing

                  Journal of Marketing Research

                  Marketing Science

                  Journal of Consumer Research

                  Journal of Advertising

                  Journal of Advertising Research

                  Journal of Services Marketing

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.