MKC1200 - Principles of marketing
6 points, SCA Band 3, 0.125 EFTSL
Undergraduate Faculty of Business and Economics
Leader(s): Mr Ian Walker
This unit introduces students to the broad discipline of marketing. It encompasses marketing's role in a dynamic business environment and introduces students to the concepts and strategies employed by marketers in facing the challenges presented by the ever-changing world of business. The aim of the unit is to provide students with the conceptual skills necessary to identify and solve marketing problems. The unit provides a foundation for those students seeking to pursue further study in marketing; however it covers the broad scope of marketing for those students undertaking only one marketing unit.
The learning goals associated with this unit are to:
- describe the key concepts upon which the practice of marketing is based
- recognise these concepts in the marketplace and in everyday life
- discuss the role and influence of marketing in the organisational environment
- discuss how key marketing concepts can be used in analysing a range of marketing problems.
Within semester assessment: 50%
Examination (2 hours): 50%
3 hours class contact or equivalent per week