MKF5917 - Understanding marketing and consumers - 2017

6 points, SCA Band 3, 0.125 EFTSL

Postgraduate - 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


Dr Peter Thompson

Unit guides




This unit is designed to give marketing practitioners an understanding of the fundamental marketing principles and theories that underlie practice. Students will develop conceptual frameworks that can be applied in the range of contexts they are likely to encounter through their career. They will also be given insight into how these fundamental principles and theories contribute to the development of successful marketing strategies and tactics. Students will study the theories and implications of consumer behaviour and will gain a strong understanding of the role of the brand in delivering value to the customer and value to the organisation. These insights will help students develop an understanding of the role and value of the marketing function within an organisation. The unit will also provide students with a perspective that shows the usefulness of basic marketing conceptual models in their further study and their future careers.


The learning goals associated with this unit are to:

  1. comprehend and be able to apply the basic theories and principles of marketing that are relevant to the marketing practitioner
  2. comprehend consumer behaviour theory and be able to apply that knowledge to the analysis of business problems
  3. evaluate the role of marketing and the importance of understanding consumer behaviour in the creation of value for the consumer
  4. analyse, evaluate and synthesise the role of marketing management in the achievement of commercial and other objectives of organisations.


Within semester assessment: 60% + Examination: 40%

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)


Must be enrolled in course B6010 or A6005


MKX9160, MKF5916, MKX5955, MKF5911, MKF9110