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UNIT CODE: BIS101

FOUNDATIONS OF MARKETING

UNIT DESCRIPTION

The marketing unit introduces this discipline in both theoretical and practical aspects, as students will learn key concepts and frameworks and how to apply those to solve marketing-related issues in businesses. Given the importance of marketing in the current business context, this unit provides an overall foundational understanding of the functions of marketing in a broad range of business scenarios. This unit provides an overview of the marketing discipline and explains how marketing forms part of managing a business. In this unit, students will learn principles of marketing, including market research, consumer behaviour, target audience segmentation strategy, as well as the marketing mix of Product, Price, Promotion and Place (Distribution). The delivery of the unit will incorporate a range of teaching and learning strategies including lectures, tutorials, workshops, class discussions, collaborative group activities, student presentations, independent student research and readings.

STUDENT WORKLOAD + DELIVERY MODE

TIMETABLED HOURS

RECOMMENDED PERSONAL HOURS

TOTAL WORKLOAD HOURS

STUDY LOAD

3 Hours per week

5 Hours per week

8 Hours per week

Full time 

MODE OF DELIVERY

This unit will be offered to students in the following mode/s:

+ Face-to-face (Domestic and International) 

+ Online (Domestic)

OVERVIEW

Award Course

Bachelor of Business

Bachelor of Business (Accounting)

Bachelor of Communications & Media

Area

Business

Unit Duration

12 Weeks

Weekly Attendance Pattern

1 Hour Lecture + 

2 Hour Tutorial

Unit Level

100

Unit Weighting

6 Credit Points

Unit Type

Core

Pre-Requisites

N/A

Co-Requisites

N/A

Work Integrated Learning

No

UNIT LEARNING OUTCOMES

  • Describe the key concepts and principles of marketing in an applied setting 

  • Identify the relationship between integrated marketing communications such as advertising, digital and social media and public relations

  • Illustrate how segmentation is used by marketers 

  • Demonstrate how an understanding of consumer behaviour assists marketers 

  • Understand and be able to describe and demonstrate the difference of marketing in different consumer target markets and also from an international perspective

ASSESSMENT STRUCTURE

ASSESSMENT TASK

  • Assessment 1: Industry Report (Individual)

  • Assessment 2: Presentation & Summary Report (Group) 

  • Assessment 3: Online Visual Report (Individual) 

  • Assessment 4: Engagement with the Process (Individual) 

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