UnitLevel 1Undergraduate

MKB1700 Fundamentals of marketing

Faculty of Business and Economics

MKB1700 Fundamentals of marketing is a level 1, 6-credit-point, undergraduate unit from the Faculty of Business and Economics, offered in 2023 in Semester 1 at Peninsula. It has no prerequisites and unlocks 23 units, leading on to 38 units in all.

Credit points: 6
Offered in 2023: Semester 1; Peninsula
Assessment: Exam 40%; and 1 other task
Workload: 144 hours; per semester

This is the 2023 handbook entry. See the 2027 entry.

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Requisites

Before MKB1700

Prohibitions

You can't enrol if you have passed any of these.

One of

After MKB1700

23 units list MKB1700 as a prerequisite or corequisite.

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Overview

Creating value for organisations, stakeholders, consumers, and even society as a whole, is a central theme in marketing.

In this unit you will be introduced to the marketing discipline and its role within an organisation. You will gain an understanding of key frameworks, concepts, and strategies used by marketers to address specific challenges and opportunities. Throughout this unit you will learn how to apply your newly-acquired knowledge to solve a range of marketing problems.

Given the importance of marketing in contemporary society, this unit is suitable if you are seeking a career in marketing or wanting a basic understanding of the functions of marketing in an organisation.

Offerings in 2023

Teaching period	Campus	Mode
First semester	Peninsula	On campus

Assessment

Within semester assessment
60%
ExaminationThreshold hurdle
40%

Learning outcomes

When you finish this unit, you should be able to:

1
describe fundamental marketing frameworks and concepts
2
explain the role and influence of marketing in an organisational environment
3
discuss how marketing concepts are used in the marketplace and everyday life
4
apply key marketing concepts, tools, and techniques to a range of marketing problems
5
discuss the role of marketing in creating value for an organisation and its stakeholders.

Workload and teaching

Tutorials18 hours
Lectures18 hours
Seminars4.5 hours
Teaching approachActive learning

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

Please note:

Online classes will have a 2-hour weekly tutorial.
On-campus classes will have a 1.5 hour weekly tutorial.

This unit engages you in actively applying your knowledge, skills and attributes in interactive, collaborative and reflective activities.

Learning resources

Required resources

Textbook: Elliot, G., Rundle-Thiele, S., Waller, D., Bentrott, I., Hatton-Jones, S., and Jeans, P. (2021). Marketing (5th ed), Wiley,

Where it fits

MKB1700 is part of 2 areas of study in the 2023 handbook.

Contacts

Chief Examiners: Dr Erica Brady

Common questions

What are the prerequisites for MKB1700?

MKB1700 has no prerequisites.

What can I take after MKB1700?

MKB1700 is a prerequisite or corequisite for 23 units, including MKB2705, MKB2706, MKB3801, MKB3803, MKC2110 and MKC2500. Those lead on to 38 units in all.

When is MKB1700 offered?

In 2023, MKB1700 runs in Semester 1 at Peninsula.

How much work is MKB1700?

The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.

Does MKB1700 have an exam?

Yes. The exam is worth 40% of the final mark, alongside 1 other task.

Which majors and minors include MKB1700?

MKB1700 is part of Marketing and communications.

More details

Credit points: 6
Level: 1
Study level: Undergraduate
Faculty: Faculty of Business and Economics
Organisational unit: Department of Marketing

Type: Coursework
EFTSL: 0.125
Student contribution: SCA Band 4
Study abroad: Available
Handbook years: 2020 2021 202220232024 2025 2026 2027