Introduction to Marketing

    Unit code: BHO1171 | Study level: Undergraduate
    Credit points
    12
    (Generally, 1 credit = 10 hours of classes and independent study.)
    Location
    City Campus
    City Flinders
    Footscray Park
    Online Real Time
    VU Sydney
    Prerequisites
    N/A
    Overview
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    Overview

    This unit provides an introduction to the marketing function of the organisation. Identifying and meeting the needs of clients and customer groups is critical to achieving organisational goals. This unit of study provides an overview of the theories and principles of marketing which are supported by marketing science. The focus is on how organisations identify the needs of their target markets, understand the buying behaviour of their target markets, and develop a marketing mix to satisfy the needs and wants of these markets. While the course has a theoretical base that is underpinned by a marketing science approach, practical application of the concepts of marketing science is an essential element.

    Learning Outcomes

    On successful completion of this unit, students will be able to:

    1. Analyse how the key elements of the marketing mix contribute to an organisation's marketing strategy;
    2. Compare alternative theories of consumer behaviour and contrast how they influence marketing activities;
    3. Determine the practical implications of core marketing theory including marketing empirical generalisations, the Double Jeopardy and Duplication of Purchase laws;
    4. Investigate marketing problems in business situations using marketing research and marketing metrics, and effectively report results to a broader audience;
    5. Formulate basic marketing strategies that can be implemented to address marketing problems.

    Study as a single unit

    This unit can be studied on its own, without enrolling in a full degree.

    Learn more about single units of study at VU

    Assessment

    For Melbourne campuses

    Assessment type: Essay
    |
    Grade: 10%
    Environmental Analysis for Marketing Plan
    Assessment type: Case Study
    |
    Grade: 40%
    Marketing Plan – Part 1: Segmentation Plan (15%) and Part 2: Marketing Mix (25%)
    Assessment type: Presentation
    |
    Grade: 20%
    Presentation and discussion on chosen marketing topic
    Assessment type: Test
    |
    Grade: 30%
    Online tests

    Other locations

    For students studying at VU Sydney, Central University of Finance and Economics, Henan University, Liaoning University, National School of Business Management, Colombo, Sunway College Johor Bahru
    Assessment type: Essay
    |
    Grade: 10%
    Environmental Analysis
    Assessment type: Presentation
    |
    Grade: 20%
    Presentation and discussion
    Assessment type: Case Study
    |
    Grade: 40%
    Marketing Plan
    Assessment type: Examination
    |
    Grade: 30%
    Final examination

    Required reading

    Marketing: Theory, Evidence, Practice,
    Sharp, B 2017,| Oxford University Press, South Melbourne.

    As part of a course

    This unit is not compulsory for any specific course. Depending on the course you study, this unit may be taken as an elective.

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