MKT110 Marketing & Society (8)


MKT110 Marketing and Society is about markets and people. Students will examine different types of markets and the interactions of clients, business customers and end consumers within those markets. The purpose of this subject is to introduce students to the principles of marketing strategy by exploring how organisations adapt their marketing activities in response to needs and wants at the individual, organisational and societal level. The subject also explores the impact of societal and cultural elements on both people and marketing practice.

+ Subject Availability Modes and Location

Session 1
InternalAlbury-Wodonga Campus
InternalBathurst Campus
InternalCSU Study Centre Melbourne
InternalCSU Study Centre Sydney
InternalNorthern Sydney Institute
InternalPort Macquarie
InternalWagga Wagga Campus
DistanceBathurst Campus
Session 2
InternalAlbury-Wodonga Campus
InternalCSU Study Centre Sydney
DistanceBathurst Campus
Session 3
DistanceBathurst Campus
Continuing students should consult the SAL for current offering details: MKT110
Where differences exist between the Handbook and the SAL, the SAL should be taken as containing the correct subject offering details.

Subject information

Duration Grading System School:
One sessionHD/FLSchool of Management and Marketing

Enrolment restrictions

Not available to students who have completed MKT210 or RMBU1640.

Learning Outcomes

Upon successful completion of this subject, students should:
  • be able to examine key societal and business issues related to marketing activities;
  • be able to outline the role of marketing in all types of business operations;
  • be able to define and describe the complexity and diversity of markets and marketing's response to it;
  • be able to interpret and apply marketing concepts and models to the market place;
  • be able to have skills in researching and communicating ideas about industries, markets and marketing strategy; and
  • be able to analyse real-life business situations by comparing and contrasting the theoretical concepts in marketing theory.


The subject will cover the following topics:
  • The nature of marketing
  • Marketing's role in society and industry
  • The marketing environment
  • Understanding consumers
  • Understanding business-to-business markets
  • Identifying opportunities through market research and information systems
  • Developing marketing strategy and plans
  • Market segmentation, target markets and positioning strategies
  • Value creation through products, services and brands
  • Overview of pricing and distribution
  • Communicating value through Integrated Marketing Communications (IMC)


The information contained in the 2016 CSU Handbook was accurate at the date of publication: 06 September 2016. The University reserves the right to vary the information at any time without notice.