24108 Marketing Foundations
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Credit points: 6 cp
Subject level:
Undergraduate
Result type: Grade and marksRequisite(s): 26100c Integrating Business Perspectives
The lower case 'c' after the subject code indicates that the subject is a corequisite. See definitions for details.
These requisites may not apply to students in certain courses.
There are course requisites for this subject. See access conditions.
Anti-requisite(s): 24105 Marketing Principles
Description
This subject covers the basic principles of marketing. It develops an understanding of the overall process of marketing planning, implementation and control in the contemporary business environment and also develops a basic understanding of marketing information systems; market research and marketing ethics; market segmentation; buyer behaviour; product development; and the development of product, distribution, promotion and pricing strategies for both goods and services domestically and internationally.
Subject objectives
| 1. | explain the concepts of marketing and how these apply to profit and not-for-profit organisations involved in the domestic, international and global markets |
|---|---|
| 2. | evaluate the factors that influence demand for products and services in order to facilitate exchanges between buyer and seller |
| 3. | critically analyse business situations and recommend appropriate strategic changes for development and implementation based on theoretical and practical dimensions of marketing. |
This subject also contributes specifically to the following program learning objectives:
- Apply critical and creative thinking to address issues in business (2.3)
Contribution to the development of graduate attributes
This subject introduces students to marketing-oriented decision-making. It provides the theoretical building blocks for further marketing study. The subject develops skills linked to the Faculty's graduate attribute that looks at developing critical creative and analytical thinking.
Teaching and learning strategies
The lectures and tutorials incorporate a range of teaching and experiential learning strategies including UTSOnline, the discussion of current marketing issues, case study analysis and project work.
This subject also contributes to the following program learning objective for the Bachelor of Management.
- apply innovative problem solving processes to address management issues in a specific industry context (PLO 2.1 BMgt)
Content
- The role of marketing
- Strategic marketing and planning
- Market research
- Customer behaviour
- Market segmentation, targeting and positioning
- Products and pricing
- Distribution channels and placement
- Integrated marketing communications and electronic marketing
- International marketing, compliance and ethics
Assessment
Assessment task 1: Tutorial Quizzes (Individual)
| Objective(s): | This addresses subject learning objective(s): 1, 2 and 3 |
|---|---|
| Weight: | 30% |
Assessment task 2: Marketing Analysis (Group and Individual)
| Objective(s): | This addresses subject learning objective(s): 1, 2 and 3 This addresses program learning objectives(s): 2.3 |
|---|---|
| Weight: | 30% |
Assessment task 3: Final Examination (individual)
| Objective(s): | This addresses subject learning objective(s): 1, 2 and 3 |
|---|---|
| Weight: | 40% |
Minimum requirements
Students must achieve at least 50% of the subject’s total marks.
Required texts
1. Elliott, Greg, Rundle-Thiele, Sharyn, and Waller, David, (2014). Marketing, 3rd Edition. Milton: John Wiley & Sons, ISBN 978-0-730-309178 (iStudy Pack). For the Elliott textbook you can buy either the e-book or the textbook pack.
2. Barron, M. (2014) Fundamentals of Business Law for University of Technology, Sydney. McGraw Hill, ISBN 97-817-437-61250
Other resources
UTSOnline
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