MKS1120 - Marketing theory and practice - 2017

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

Unit guides


South Africa

  • Second semester 2017 (Day)
  • Summer semester B 2017 (On-campus block of classes)


This unit provides an introduction to marketing activities undertaken by business, government, profit and non profit organisations. It explores marketing theory, the marketing concept and its evolution from a strategic and applied perspective, development of corporate and marketing strategic plans, analysis of an organisation and marketing's role, value-exchange processes, buyer behaviour, marketing research and market analysis, the marketing environment, the use of marketing decision making tools, product concepts, strategies and development, distribution, pricing and communication mix strategies, services marketing, marketing management, and implementation and control processes and procedures.


The learning goals associated with this unit are to:

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


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)


MKB1200, MKC1200, MKF1120, MKG1120, MKP1120, MKW1120.