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Handbooks Courses Units

MKX9160 - Foundations of marketing

6 points, SCA Band 3, 0.125 EFTSL

Postgraduate Faculty of Business and Economics

Leader: Dr Colin Jevons


Caulfield First semester 2008 (Evening)
Caulfield First semester 2008 (Off-campus with online component)
Caulfield Second semester 2008 (Evening)
Caulfield Second semester 2008 (Off-campus with online component)


Marketing activities undertaken by business and non-business organisations; value exchange concepts and processes; the marketing concept from a strategic and applied perspective; development of corporate and marketing strategic plans; analysis of an organisation's SBUs, product strategies and product development; use of marketing decision making tools at both an applied and strategic level; distribution, pricing and communication mix strategies; services marketing, individual and organisational buyer behaviour, marketing research and market analysis; marketing management, implementation and control processes and procedures.


The learning goals associated with this unit are to:

  • examine the role and influence of marketing in the context of the modern business
  • explain the key concepts, models and theories upon which the practice of marketing is based
  • apply key concepts, models and theories in the development of marketing plans and marketing planning
  • assess the marketing challenges facing firms in a more competitive global market place.


Within semester assessment: 60%
Examination (2 hours): 40%

Contact hours

3 Hours class contact or equivalent per week


Students must be enrolled in course 3840 to enrol in the Block-on offering.

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