MKB1700 - Fundamentals of marketing - 2018

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

Chief examiner(s)

Ms Jane Carroll


Ms Jane Carroll

Unit guides



  • First semester 2018 (On-campus)


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


Creating value for organisations, stakeholders, consumers, and even society as a whole, is a central theme in marketing.

In this unit you will be introduced to the marketing discipline and its role within an organisation. You will gain an understanding of key frameworks, concepts, and strategies used by marketers to address specific challenges and opportunities. Throughout this unit you will learn how to apply your newly-acquired knowledge to solve a range of marketing problems.

Given the importance of marketing in contemporary society, this unit is suitable for students seeking a career in marketing or wanting a basic understanding of the functions of marketing in an organisation.


The learning goals associated with this unit are to:

  1. describe fundamental marketing frameworks and concepts
  2. explain the role and influence of marketing in an organisational environment
  3. discuss how marketing concepts are used in the marketplace and everyday life
  4. apply key marketing concepts, tools, and techniques to a range of marketing problems
  5. discuss the role of marketing in creating value for an organisation and its stakeholders.


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