Unit rationale, description and aim
This unit provides students with a comprehensive foundation in the key principles and practices of marketing within the broader business environment. Merging strategic, analytical, and creative perspectives, students explore the role of marketing in supporting effective decision-making in dynamic consumer and business markets.
As such the unit focusses on the managerial aspects of marketing such as, market research, brands, pricing, distribution, marketing channels, and the marketing of services. The unit incorporates discussion about the principles of producing goods and services that add authentic value and promote responsible stewardship over resources, recognise responsibility for the common good, the environment and society.
The aim of this unit is to provide students with knowledge and understanding of the key concepts, practical tools and practices of marketing. The unit provides a strong foundation to marketing practice and allows students to build on these foundations in higher level marketing units. Enhancing their ability to analyse external trends and apply practical marketing tools to real-world decision-making in a socially responsible and globally informed context.
Students will learn to identify and respond to marketing challenges, applying data and insight to create value-driven strategies that align with both business goals and societal expectations.
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.
Examine the impact of the key PESTEL dimensions in...
Learning Outcome 01
Analyse the role of the marketing mix elements in ...
Learning Outcome 02
Apply the principles of segmentation, targeting, a...
Learning Outcome 03
Examine the nature and processes of market researc...
Learning Outcome 04
Content
Topics will include:
- Macro-environmental analysis frameworks
- Marketing and consumer orientation
- Segmentation, targeting and positioning
- The marketing mix
- Product strategies and approaches
- Pricing and pricing strategies
- Promotional strategies
- Distribution and supply chain
- Market research methods
- Sustainable resources and products for individuals, society and the environment
- Ethics and marketing practice
Assessment strategy and rationale
To pass this unit, students must demonstrate competence in all learning outcomes and achieve an aggregate mark of at least 50%. The assessment strategy for this unit allows students to demonstrate mastery and understanding of important marketing concepts, such as segmetnation, targeting, positioning, and the marketing mix, and models to the analysis of a real-world situation and to interpret and integrate basic statistical skills into business decision making. Assessment one focuses on the cooperation of knowledge. The descriptive knowledge acquired will be demonstrated in Assessment two, while analytical and interpretative skills will be demonstrated in Assessment three. The same assessment strategy applies to all modes of delivery. This unit uses a two-lane approach to integrate AI into certain assessments, teaching ethical AI use. Students will receive specific assessment guidelines for AI use.
Overview of assessments
Assessment Task 1: Practical Exercise This asses...
Assessment Task 1: Practical Exercise
This assessment focuses on assessing the student’s understanding of key marketing concepts and its application. Students will be assessed based on collaborative tasks during the semester covering core concepts.
Submission Type: Individual
Assessment Method: Practical exercise on marketing concepts
Artefact: Various practicum activities
25%
Assessment Task 2: Research report This assessme...
Assessment Task 2: Research report
This assessment requires students to conduct a structured analysis of a selected business or industry using relevant theoretical frameworks. The project requires students to examine key elements of the external business environment and assess their impact on marketing strategy. Drawing on market research and theoretical concepts, students will identify opportunities, risks, and strategic implications, demonstrating their ability to apply analytical tools to real-world business contexts.
Submission Type: Individual
Assessment Method: Written evidence of task
Artefact: Business report
30%
Assessment 3: Marketing Proposal Students are re...
Assessment 3: Marketing Proposal
Students are required to create a marketing proposal for a specified business. This will include a detailed analysis of the market along with the creation of a segmentation and positioning strategy and basic marketing mix. The proposal will demonstrate student’s understanding and application of the key marketing concepts and models relevant to starting a business that considers social and environmental responsibilities. Students will have to incorporate various supporting evidence in support of their marketing decisions.
Submission Type: Individual
Assessment Method: Written marketing proposal
Artefact: Marketing proposal
45%
Learning and teaching strategy and rationale
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 of marketing in a series of on-campus 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 foundational marketing knowledge that will be useful in analysing business actions in the marketplace. In doing so verbal and non-verbal communication skills are developed.
In the online mode, students engage in asynchronous learning and participate in the construction and synthesis of knowledge, while developing their knowledge. Students are required to participate in a series of online interactive activities to enhance their learning including knowledge checks, discussion boards and self-paced exercises. This approach allows flexibility for students and facilitates learning and participation for students with a preference for virtual learning.
Mode of delivery: This unit is offered in Attendance and Online modes to cater to the learning needs and preferences of a range of participants and maximise effective participation for isolated and/or marginalised groups.