Monash College Unit Guide

INTRODUCTION TO MARKETING (MCD1090)

Purpose

This unit is designed to introduce students to the marketing concept. Students will develop an understanding of marketing’s role in an organisation as well as the core components of marketing.

Prerequisites

Nil

Learning Outcomes

1. On completion of this unit, students should be able to:
2. Explain the marketing concept and why we need marketing
3. Describe the role of marketing in the organisational context
4. Explain the process of marketing research and discuss its importance to marketing decision-making
5. Develop an understanding of consumer behaviour and its impact on purchasing decisions
6. Develop an understanding of market segmentation, target markets, and positioning
7. Describe the elements of the marketing mix
   - understand what is meant by the term ‘product’
   - distinguish between the different types of ‘products’
   - explain the concept of the product continuum
   - discuss the importance of services to the economy
   - identify the differences between services and goods
   - understand the range of activities encompassed by logistics
   - discuss the concept of balancing logistics service and cost
   - outline the purpose of marketing communications
   - explain the communication process
   - discuss the elements of the marketing communication mix
   - outline the practical application of marketing communications
   - explain the role of price in the marketing mix
   - discuss the importance of the people element of the marketing mix
8. Understand the role and importance of marketing planning

Assessment

Assignments: 40%

Final examination: 60%

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