Handbook : Unit informationEdith Cowan University

School: Business and Law

This unit information may be updated and amended immediately prior to semester. To ensure you have the correct outline, please check it again at the beginning of semester.

• Unit Title

  Marketing Principles & Practices

• Unit Code

  MKT1600

• Year

  2017

• Enrolment Period

  1

• Version

  2

• Credit Points

  15

• Full Year Unit

  N

• Mode of Delivery

  On Campus
  Online

• Unit Coordinator

  Dr Stephen Mark FANNING

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Description

This unit introduces the marketing concept to business students. The premise of the marketing concept is that organisations that best satisfy the needs of their customers are best placed to satisfy their own needs. Organisations adopt the principles and practices of marketing to achieve three overall objectives:to increase revenue, to reduce the cost of doing business [as a percentage of sales], and to build the long-term value of a business.

Equivalent Rule

Unit was previously coded MBA560G, MBA562G, MKT1100, MKT410B

Learning Outcomes

On completion of this unit students should be able to:

1. Demonstrate an understanding of marketing theory, the buyer decision process, the total product concept, and the circle of satisfaction.
2. Discuss the marketing concept and a marketing philosophy.
3. Explain the role of a marketing plan as part of an overall business plan.
4. Outline the steps to achieve the marketing financial objectives of increasing revenue, reducing costs [as a % of sales], and building the value of the business.
5. Outline the steps to achieve the marketing success factors of product leadership, customer intimacy, and operational excellence.
6. Provide an overview of marketing communication tasks of attracting customers, retaining customers, and enhancing customer relationships.

Unit Content

1. The definition of marketing.
2. The evolution of marketing.
3. The marketing financial objectives.
4. The buyer decision process.
5. The total product concept.
6. The circle of satisfaction.
7. Marketing communication.
8. Positioning and controlling.
9. Market research.

Additional Learning Experience Information

This unit is presented in a blended format [on-campus and on-line]. Each week there is a three hour seminar. The seminar comprises a lecture and in-class discussions. The in-class discussions cover both the unit content and the skills needed to complete the assessments. The unit materials are available on-line via blackboard, however, studying beyond the provided resources is recommended. Students are also encouraged to attend the classes provided by the faculty learning advisors.

Assessment

GS1 GRADING SCHEMA 1 Used for standard coursework units

Students please note: The marks and grades received by students on assessments may be subject to further moderation. All marks and grades are to be considered provisional until endorsed by the relevant Board of Examiners.

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