MKC1200 - Principles of marketing - 2019

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 Maureen Griffiths (First semester)
Dr Pingping Qiu (Second semester)


Ms Maureen Griffiths (First semester)
Dr Pingping Qiu (Second semester)

Unit guides



  • First semester 2019 (On-campus)
  • Second semester 2019 (On-campus)


MKF1120, MKS1120, MKW1120, MKB1700.


Have you ever wondered what marketing is all about? This unit is designed to introduce students to the essential elements of marketing. It encompasses marketing's role in a dynamic business environment and leads students to understand how organisations use the principles of marketing to meet the needs of their customers and achieve their objectives. This unit provides a foundation for those students seeking to pursue further study of specialist marketing units; however it covers the broad scope of marketing sufficient for those students undertaking only one marketing unit.


The learning goals associated with this unit are to:

  1. describe key marketing concepts
  2. recognise the applications of these key marketing concepts in real-life situations
  3. discuss how these key marketing concepts can be used in analysing a range of marketing problems
  4. demonstrate how marketing helps organisations to satisfy their customers' needs and wants.


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