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 2024 in Semester 1 at Peninsula. It has no prerequisites and unlocks 21 units, leading on to 35 units in all.
- Credit points
- 6
- Offered in 2024
- Semester 1
- Peninsula
- Assessment
- Exam 40%
- and 1 other task
- Workload
- 144 hours
- per semester
This is the 2024 handbook entry. See the 2027 entry.
Reviews
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Requisites
Before MKB1700
Prohibitions
You can't enrol if you have passed any of these.
After MKB1700
21 units list MKB1700 as a prerequisite or corequisite.
- MKB2705Research methods and analysisNo reviews yet
- MKB2706Brand and product managementNo reviews yet
- MKB3803Stakeholder marketingNo reviews yet
- MKC2110Buyer behaviour in marketingNo reviews yet
- MKC2500Marketing research analysisNo reviews yet
- MKC2610Strategic retailing No reviews yet
- MKF2111Buyer behaviourNo reviews yet
- MKF2121Marketing research methodsNo reviews yet
Show 13 more
- MKF2401Marketing issues in packaging designNo reviews yet
- MKF2521Brand managementNo reviews yet
- MKF2531Not-for-profit marketingNo reviews yet
- MKF2540Retail management principlesNo reviews yet
- MKF2801Marketing insightsNo reviews yet
- MKF3200Sport marketing and sponsorshipNo reviews yet
- MKF3302Services marketingNo reviews yet
- MKF3471Sales management and negotiationNo reviews yet
- MKF3531International marketingNo reviews yet
- MKF3881Digital marketingNo reviews yet
- MKW2402Consumer behaviourNo reviews yet
- MKX2111Buyer behaviourNo reviews yet
- MKX3481Marketing channelsNo reviews yet
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 2024
| Teaching period | Campus | Mode |
|---|---|---|
| First semester | Peninsula | On campus |
Assessment
- Within semester assessment60%
- ExaminationThreshold hurdle40%
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
- 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. You are expected to complete all pre-class activities prior to your scheduled class, and post-class activities should be completed after your scheduled class. Learning activities may include a combination of teacher directed, peer directed and online engagement activities.
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 2024 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 21 units, including MKB2705, MKB2706, MKB3803, MKC2110, MKC2500 and MKC2610. Those lead on to 35 units in all.
When is MKB1700 offered?
In 2024, 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.