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  • Term Mode
  • Semester 1Multi-mode
  • Term Mode
  • Semester 1Multi-mode
  • Term Mode
  • ACU Term 2Online Unscheduled



Teaching organisation

150 hours over a twelve-week semester or equivalent study period

Unit rationale, description and aim

The aim of this unit is to enhance knowledge of external environments in which organisations operate and apply this knowledge to activities relevant to the marketing function.

Organisations need to evaluate, analyse and respond to external forces. Key amongst the environments within which organisations operate are legal, political, economic and consumer environments. This unit considers the required knowledge effective managers need for analysing the challenges of the changing external environment by learning strategies to support effective decision-making in Marketing, Business Law and Economics.

This unit also develops an understanding of the potential risks and opportunities of doing business in competitive consumer and business markets. Key legislative and economic frameworks relevant to business, with a particular emphasis on consumer and business law perspectives, are considered. The knowledge applied is relevant to the outwardly focused management function of marketing.

Learning outcomes

To successfully complete this unit you will be able to demonstrate you have achieved the learning outcomes (LO) detailed in the below table.

Each outcome is informed by a number of graduate capabilities (GC) to ensure your work in this, and every unit, is part of a larger goal of graduating from ACU with the attributes of insight, empathy, imagination and impact.

Explore the graduate capabilities.

Learning Outcome NumberLearning Outcome Description
LO1Evaluate key legal dimensions of organisational marketplace actions
LO2Critically appraise the main concepts in economics including basic economic analysis and key market structures
LO3Synthesise and evaluate core marketing models and concepts for sustainable business and social outcomes
LO4Select and use analytical skills for informed marketing decision-making
LO5Apply effective verbal and nonverbal communication skills, both individually and collaboratively


Topics will include:

  • fundamentals of legal and regulatory business compliance in Australia
  • key economic theories
  • types of competition
  • individual respect and diversity at the marketplace
  • introduction to marketing and the consumer orientation
  • business sustainability and social issues in the market environment
  • the marketing mix
  • segmentation, targeting, and positioning
  • marketing research
  • professional marketing presentation and communication

Learning and teaching strategy and rationale

Attendance mode

This unit takes an active learning approach to guide students in the analysis and synthesis of knowledge associated with the interaction of external environments on organisational business functions. Students are able to explore the knowledge base underpinning markets, economics and business law in a series of workshops. These workshops allow students to actively acquire knowledge both individually and collaboratively. Students will systematically develop their understanding of the impact of changes in the macro and micro (market/industry) environments on the organisation’s marketing (and other) operations. Students will acquire economical, legal, regulatory, marketing knowledge useful in analysing business actions in the marketplace. In doing so, individual and collaborative verbal and non-verbal communication skills are developed.

ACU Online

This unit uses an active learning approach to support students in exploring knowledge essential to the discipline. Students are provided with choice and variety in how they learn. Students are encouraged to contribute to asynchronous weekly discussions. Active learning opportunities allow students to practice and apply their learning in situations similar to their future professions. Activities encourage students to bring their own examples to demonstrate understanding, and application and engage constructively with their peers. Students receive regular and timely feedback on their learning, which includes information on their progress.

Assessment strategy and rationale

A range of assessment procedures will be used to meet the unit learning outcomes and develop graduate attributes consistent with University assessment requirements. Such procedures may include, but are not limited to: essays, reports, student presentations or case studies. In order to pass this unit, students are required to demonstrate mastery of all learning outcomes and achieve an aggregate mark of at least 50%. Marking of each assessment task will be in accordance with a rubric specifically developed to measure student level of achievement of the learning outcomes for each assessment item. A final grade will be awarded, reflecting the overall achievement in the unit.

Overview of assessments

Brief Description of Kind and Purpose of Assessment TasksWeightingLearning Outcomes

Assessment Task 1: Portfolio of Engagement

 From weeks 2-11 (2-8 in AUCONLINE), students will actively participate in online discussion forums and online activities. Students will be evaluated on a combination of engagement in the unit via discussion board questions, responses to postings and evidence of successful engagement in online asynchronous activities.

Submission Type: Individual

Assessment Method: online engagement and completion of regular learning tasks

Artefact: Portfolio evidencing engagement 


LO1, LO2, LO3

Assessment Task 2: Analytical Report

This assessment task consists of a 1300-word written analytical report. This task requires students to critically examine key legal and economic considerations for commencement of a business undertaking or venture. Key issues to be considered and communicated include multi-tiered regulation, compliance, diversity of stakeholders and market structure. Students can implement the assessment in the context of their profession.

Submission Type: Individual

Assessment Method: Analytical Report

Artefact: Written Report


LO1, LO2, LO5

Assessment Task 3: Market Analysis Report

This assessment task consists of 1600-word written report. This task requires students to apply their analytical skills to evaluate the attractiveness and dynamics of a certain market in a specific industry. This analysis report also involves a detailed analysis of significant trends, including sustainability and social issues. Students can implement the assessment in the context of their profession.

Submission Type: Individual

Assessment Method: Market Analysis Report

Artefact: Written report


LO3, LO4, LO5

Representative texts and references

Armstrong G, Adam S, Denize S, Volkov M, and Kotler P, 2021, Principles of Marketing, 8th edition, Pearson.

 Park, S. (2020). Marketing management (Vol. 3). Seohee Academy.

Hollensen, S. (2019). Marketing management: A relationship approach. Pearson Education.

Ciro T, Goldwasser V & Verma R 2019, Law and business, 5th edn, Oxford University Press, Sydney.

Davenport, S., & Parker, D. (2020). Business and law in Australia (3rd  ed., Thomas Reuters)

Gans, J King, S Stonecash, RE & Mankiw, N 2018, Principles of economics, 7th edn, Cengage Learning Australia, Melbourne.

Gibson A & Fraser D 2019, Business Law, 2019, 11th edn, Pearson Education Australia, Sydney

Hubbard, G Lewis, L 2018, Essentials of Economics, 4th  ed. Pearson, Frenchs Forest

Layton, A, Robinson, T & Tucker, IB 2018, Economics for today: Fifth Asia Pacific edition, 6th edn, Cengage Learning, South Melbourne, VIC.

Terry A & Guigni D 2019, Business and the law, 7th edn, Cengage Learning Australia, Melbourne.

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