Foundations of Marketing
PostgraduateTAS-BMA5062024
Course information for 2024 intake View information for 2025 course intake
Explore the marketplace and excel within it. Gain a competitive edge with your knowledge of the customer and their behaviour. Learn to segment, target, and position, considering both products and services. Grasp this essential business function.
Enrolments for this course are closed, but you may have other options to start studying now. Book a consultation to learn more.
- Study method
- 100% online
- Assessments
- 100% online
- Entry requirements
- Part of a degree
- Duration
- 14 weeks
- Loan available
- HECS-HELP and FEE-HELP available
Foundations of Marketing
About this subject
Upon completion of this subject, the student should be able to:
- Explain the fundamentals of sustainable marketing and converse in marketing language.
- Apply theories to understand, assess, and target particular market segments.
- Analyse marketing mixes using fundamental marketing theories.
- Communicate outputs from analyses of marketing situations.
- Week 1 - Overview of Marketing
- Week 2 - Analysing the Marketing Environment
- Week 3 - Segmentation, Targeting and Positioning
- Week 4 - Consumer Behaviour
- Week 5 - Digital Marketing
- Week 6 - Marketing Ethics, Sustainability and CSR
- Week 7 - Product and Branding: New Product Development
- Week 8 - Pricing Concepts for Establishing Value
- Week 9 - Supply Chain, Channel Management and Retail
- Week 10 - Integrated Marketing Communications, Advertising and PR
- Week 11 - Services: The Intangible Product
- Week 12 - Review Case Study
Marketing is a business function that goes beyond the mere act of selling or advertising, it encompasses the entire marketing process through which value is created, captured and offered to customers. It is critical that organisations establish and maintain relationships with customers to achieve and sustain a competitive advantage. In order to compete effectively in an increasingly dynamic global market, managers must be cognisant of the importance of marketing and how it contributes to the achievement of strategic goals.
The focus of this subject is to develop your knowledge of what marketing is, how it works and why it is important in a business context. It provides you with a comprehensive description of the key theories and concepts upon which the marketplace can be understood, assessed and targeted. This subject will equip you with the foundational knowledge and skills required to engage in and manage the process through which a firm’s value offerings are marketed to customers.
- Application Presentations (25%)
- Case Study, Part B (50%)
- Case Study, Part A (25%)
For textbook details check your university's handbook, website or learning management system (LMS).
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- 19
Entry requirements
Part of a degree
To enrol in this subject you must be accepted into one of the following degrees:
Core
- TAS-BSS-GCE-2024 - Graduate Certificate in Business Studies
Elective
- TAS-SCM-GDI-2024 - Graduate Diploma of Strategic Communication
Additional requirements
- Other requirements - Please follow the instructions given by your Subject Coordinator in MyLO regarding opportunities to attend online workshops or consultation sessions.
Study load
- 0.125 EFTSL
- This is in the range of 10 to 12 hours of study each week.
Equivalent full time study load (EFTSL) is one way to calculate your study load. One (1.0) EFTSL is equivalent to a full-time study load for one year.
Find out more information on Commonwealth Loans to understand what this means to your eligibility for financial support.
Related degrees
Once you’ve completed this subject it can be credited towards one of the following courses
Graduate Certificate in Business Studies
PostgraduateTAS-BSS-GCE
Graduate Diploma of Strategic Communication
PostgraduateTAS-SCM-GDI