MKT110 Marketing Fundamentals (8)

Marketing 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.

Availability

Session 1 (30)
On Campus
Albury-Wodonga Campus
Bathurst Campus
CSU Study Centre Melbourne
Port Macquarie Campus
Wagga Wagga Campus
Online
Bathurst Campus
Session 2 (60)
Online
Bathurst Campus
Session 3 (90)
Online
Bathurst 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

Grading System

HD/FL

Duration

One session

School

School 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 analyse real-life situations in the corporate, and/or small medium and entrepreneurial business sector and/or not for-profit organisations using marketing frameworks and practice;
  • be able to develop an overview of the business planning process for different types of organisations;
  • be able to define and describe marketing concepts in complex and diverse markets;
  • be able to examine key societal and business issues related to marketing activities;
  • be able to effectively gather and utilise secondary data research; and
  • be able to create and communicate marketing strategy solutions and recommendations for organisation.

Syllabus

This 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)

Indicative Assessment

The following table summarises the assessment tasks for the online offering of MKT110 in Session 1 2019. Please note this is a guide only. Assessment tasks are regularly updated and can also differ to suit the mode of study (online or on campus).

Item Number
Title
Value %
1
E- assessments: online case study
20
2
Segmentation, targeting and positioning
35
3
Marketing strategy report
45

The information contained in the CSU Handbook was accurate at the date of publication: July 2020. The University reserves the right to vary the information at any time without notice.

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