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Details for MKT101 Foundations of Marketing

Centred on consumer value, this unit explores marketing’s evolution and its current dynamics. Students will learn to analyse consumer needs, craft strategic marketing plans, and utilise the marketing mix effectively. Ethical considerations are considered throughout these aspects, preparing students to create impactful, responsible marketing strategies in a competitive landscape.

Quick Stats

  • Currently offered by Alphacrucis: Yes
  • Course code: MKT101
  • Credit points: 10

Subject Coordinator

Pratima Durga

Prerequisite

Nil

Unit Content

Outcomes

  1. Describe the role of marketing in organisations and Explain each component of marketing mix for specific contexts;
  2. Identify marketing concepts from a legal, ethical, and Christian perspective;
  3. Report marketing strategies and tactics;
  4. Select and apply appropriate skills to work in teams.

Subject Content

  • An Introduction to marketing in the digital era
  • The marketing environment and the role of information
  • The marketplace and customers – segmentation, targeting and positioning
  • Buying behaviour and the consumer decision journey in the contexts of Business-to-consumer, business-to-business and not-for-profit organisations
  • Marketing strategies – Product development – solutions versus products
  • Marketing strategies – Pricing strategies – delivering value
  • Marketing strategies – Distribution – on-line and off-line
  • Marketing strategies – Promotion – developing customer advocacy
  • Employee and customer loyalty
  • Digital marketing
  • Developing and implementing marketing strategies

 

 

This course may be offered in the following formats

  • Face-to-Face (onsite)
  • Distance/E-Learning (online)
  • Intensive (One week: 7 hours per day for 5 days = 35 class hours + approx 85 hours out of class time for research, writing, exam preparation and execution, ancillary activities associated with completion of assigned tasks.)

Please consult your course prospectus or enquire about how and when this course will be offered next at Alphacrucis University College.

Assessment Methods

  • Forum Discussion (20%)
  • Marketing Analysis (25%)
  • Marketing Strategy Plan (30%)
  • Exam (20%)

Prescribed Text

  • Armstrong, G., Denize, S., Volkov, M., Adam, S., Kotler, P., Ang, S., Love, A., Doherty, S., and van Esch, P. (2021). Principles of Marketing (8th ed.). Melbourne, VIC.: Pearson Australia. ISBN: 9781488626203

Check with the instructor each semester before purchasing any textbooks