MKF5916 - Foundations of marketing - 2018

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

Chief examiner(s)

Dr Margaret Matanda (First semester)
Professor Hean Tat Keh (Second semester)


Dr Margaret Matanda (First semester)
Professor Hean Tat Keh (Second semester)

Not offered in 2018


MKX9550, MKX5955, MKX9160


Marketing activities undertaken by business and non-business organisations; value exchange concepts and processes; the marketing concept from a strategic and applied perspective; development of corporate and marketing strategic plans; analysis of an organisation's SBUs, product strategies and product development; use of marketing decision making tools at both an applied and strategic level; distribution, pricing and communication mix strategies; services marketing, individual and organisational buyer behaviour, marketing research and market analysis; marketing management, implementation and control processes and procedures.


The learning goals associated with this unit are to:

  1. examine the role and influence of marketing in the context of the modern business
  2. explain the key concepts, models and theories upon which the practice of marketing is based
  3. apply key concepts, models and theories in the development of marketing plans and marketing planning
  4. assess the marketing challenges facing firms in a more competitive global market place.


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