Faculty of Business and Economics

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This unit entry is for students who completed this unit in 2016 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.

Monash University

6 points, SCA Band 3, 0.125 EFTSL

Undergraduate - Unit

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


Business and Economics

Organisational Unit

Department of Marketing


Mr Peter Wagstaff (First Semester); Dr Angela Cruz (Second Semester)



  • First semester 2016 (Day)
  • Second semester 2016 (Day)

City (Melbourne)

  • Trimester A 2016 (Day)
  • Trimester B 2016 (Day)
  • Trimester C 2016 (Day)


This unit provides students with an introduction to the discipline of marketing. It encompasses marketing's role in a dynamic organisational environment and introduces students to the concepts and strategies employed by marketers to create value for organisations and their stakeholders. The unit provides a foundation for those students seeking to pursue further study in marketing, however it also provides an insight into the interrelationship between marketing and other disciplines.


The learning goals associated with this unit are to:

  1. describe the theories and frameworks that form the basis of marketing
  2. recognise these theories and frameworks as they are applied by organisations
  3. explain how marketing creates value for an organisation and its stakeholders
  4. propose appropriate marketing actions in a range of scenarios.


Within semester assessment: 50%
Examination: 50%

Workload requirements

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

See also Unit timetable information

Chief examiner(s)