Undergraduate - UnitMKC1200 - Principles of marketing

This unit entry is for students who completed this unit in 2012 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

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6 points, SCA Band 3, 0.125 EFTSL

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered, or view unit timetables.

Level	Undergraduate
Faculty	Faculty of Business and Economics
Offered	Clayton First semester 2012 (Day) Sunway First semester 2012 (Day) Clayton Second semester 2012 (Day) Sunway Second semester 2012 (Day)
Coordinator(s)	Dr Rowan Kennedy

Synopsis

This unit introduces students to the broad discipline of marketing. It encompasses marketing's role in a dynamic business environment and introduces students to the concepts and strategies employed by marketers in facing the challenges presented by the ever-changing world of business. The aim of the unit is to provide students with the conceptual skills necessary to identify and solve marketing problems. The unit provides a foundation for those students seeking to pursue further study in marketing; however it covers the broad scope of marketing for those students undertaking only one marketing unit.

Outcomes

The learning goals associated with this unit are to:

describe the key concepts upon which the practice of marketing is based
recognise these concepts in the marketplace and in everyday life
discuss the role and influence of marketing in the organisational environment
discuss how key marketing concepts can be used in analysing a range of marketing problems.