Foundations of Marketing (9521.1)

In this unit, students will learn about the marketing process and examine the range of marketing decisions that an organisation must make in order to sell its products and services. Students will learn how to think like a marketer, discovering that the focus of marketing has always been on the consumer. Students will begin to intuitively ask: Who is the consumer? What does the customer need? What does the customer need? What does the customer want? Marketing is an understanding of how to communicate with the consumer.

Learning outcomes

On successful completion of this unit, students will be able to:
1. Define marketing and explain its function in society;

2. Explain the difference between marketing, advertising, and sales;
3. Describe marketing concepts and terminology, the process of market research and the concept of pricing;
4. Explain product strategy, including the concepts of product life cycle, positioning, and pricing;
5. Define competition and explain competitive analysis;
6. Analyse the process of distribution and explain marketing channels;
7. Identify the key elements of product promotions; and
8. Explain how to develop a marketing plan and apply the principles of marketing in creating a marketing plan.

Graduate attributes

1. UC graduates are professional - communicate effectively
2. UC graduates are global citizens - adopt an informed and balanced approach across professional and international boundaries
1. UC graduates are professional - use creativity, critical thinking, analysis and research skills to solve theoretical and real-world problems

Corequisites

None.

Incompatible units

6357 Introduction to Marketing

Assumed knowledge

None.