MKF1120 - Marketing theory and practice - 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)

Dr Angela Cruz (First semester)
Mr Peter Wagstaff (Second semester, Trimester A)
Associate Professor Colin Jevons (Trimester B)
Professor Mark Crosby (Trimester C)


Dr Angela Cruz (First semester)
Mr Peter Wagstaff (Second semester)
Dr Tiffany Winchester (City)

Unit guides



  • First semester 2018 (On-campus)
  • Second semester 2018 (On-campus)

City (Melbourne)

  • Trimester A 2018 (On-campus)
  • Trimester B 2018 (On-campus)
  • Trimester C 2018 (On-campus)


MKB1200, MKC1200, MKG1120, MKP1120, MKW1120


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