Fundamentals of Marketing (9958.2)

In this unit, students will be introduced to the fundamental concepts of marketing, its function in business and the approaches to marketing management. Students completing this unit will also learn how marketing has evolved in line with digital capabilities as well as why many fundamentals remain unchanged. Students will develop the ability to articulate basic marketing goals and plans.

This unit is delivered self-paced and online, requiring students to self-manage their work load, developing many skills required of outstanding students.

Learning outcomes

On successful completion of this unit, students will be able to:
1. Demonstrate an understanding of the fundamental principles and philosophies on which marketing is based;
2. Identify business challenges linked to the marketing function;
3. Prepare reports interpreting secondary-data so as to inform marketing decisions;
4. Demonstrate fundamental understanding of customers and the markets they operate within, so as to inform business decisions; and
5. Develop a marketing plan.

Graduate attributes

1. UC graduates are professional - communicate effectively
1. UC graduates are professional - display initiative and drive, and use their organisation skills to plan and manage their workload
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
2. UC graduates are global citizens - think globally about issues in their profession
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 - reflect on their own practice, updating and adapting their knowledge and skills for continual professional and academic development
3. UC graduates are lifelong learners - be self-aware
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 - evaluate and adopt new technology

Prerequisites

None.

Corequisites

Enrolment in one of the following courses:
332JA Bachelor of Applied Business;
333JA Bachelor of Applied Business (Marketing);
334JA Bachelor of Applied Entrepreneurship; or
335JA Bachelor of Applied Entrepreneurship (Social Entrepreneurship).

Assumed knowledge

None.