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 2026 in Semester 1 at Peninsula. It has no prerequisites and unlocks 22 units, leading on to 37 units in all.

Credit points: 6
Offered in 2026: Semester 1; Peninsula
Assessment: Exam 40%; and 3 other tasks
Workload: 144 hours; per semester

This is the 2026 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

22 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 2026

Teaching period	Campus	Mode
First semester	Peninsula	On campus

Assessment

Quiz / Test
10%
Written
35%
Artefact
15%
ExaminationThreshold hurdle
40%

Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.

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

Lectures18 hours
Tutorials18 hours
Seminars6 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 2026 handbook.

Contacts

Chief Examiners: Ms Narelle Pittard

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 22 units, including MKB2705, MKB2706, MKB3803, MKC2110, MKC2500 and MKC2610. Those lead on to 37 units in all.

When is MKB1700 offered?

In 2026, 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 3 other tasks.

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 2022 2023 2024 202520262027