No offerings have been identified for this subject in 2016

MKT173 Introduction to Marketing (8)


A focus on customers/consumers is essential for success in all organisations, whether profit making or not-for profit. MKT173 looks at how organisations build positive relationships with their stakeholders and customers through creating value, and delivering and communicating it effectively. The subject explores the importance of understanding and responding to the diverse needs of customers in a global marketplace, and the methods organisations employ to manage those processes. It identifies key elements of marketing practice and examines how they relate to psychological, social and cultural elements of consumption as well as to society overall.

+ Subject Availability Modes and Location

Continuing students should consult the SAL for current offering details prior to contacting their course coordinator: MKT173
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/FLFaculty of Arts and Education

Enrolment restrictions

Not available to students who have completed MKT210 or RMBU1640. Available only to students enrolled in CSU Pathway program - University Certificate in General Studies
Related subject(s)
MKT110 Paired Subject

Learning Outcomes

Upon successful completion of this subject, students should:
- be able to demonstrate an understanding of the environment that marketing operates within and how it is studied;
- be able to demonstrate an awareness of key issues in corporate social responsibility, social marketing, and ethical considerations in marketing;
- be able to demonstrate an understanding of the key influences on consumption;
- be able to demonstrate an understanding of how value can be created through products, services and brands;
- be able to demonstrate an understanding of different marketing management philosophies and the role of marketing within organisations;
- be able to demonstrate an awareness of the complexity and diversity of markets and marketing's response to it;
- be able to demonstrate an understanding of the major elements that comprise the marketing mix and how they influence consumer behaviour; and,
- be able to demonstrate an understanding of skills in researching and communicating ideas about industries, markets, and/or marketing strategies.


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.