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Principles of marketing
MKC1200
Synopsis
Have you ever wondered what marketing is all about? This unit is designed to introduce you to the essential elements of marketing. It encompasses marketing's role in a dynamic business environment and leads you to understand how organisations use the principles of marketing to meet the needs of their customers and achieve their objectives. This unit provides a foundation for those students seeking to pursue further study of specialist marketing units; however it covers the broad scope of marketing sufficient for those students undertaking only one marketing unit.
Sourced from the Monash Handbook 2026.
Quick facts
- Credit points
- 6
- Level
- 1
- Audience
- Undergraduate
- Type
- Coursework
- School
- Faculty of Business and Economics
- Faculty
- Department of Marketing
- Handbook year
- 2026
Prerequisites
No prereqs in the handbook graph.
What it unlocks (23)
- Research methods and analysisMKB2705
- Brand and product managementMKB2706
- Stakeholder marketingMKB3803
- Buyer behaviour in marketingMKC2110
- Fundamentals of marketing analyticsMKC2130
- Marketing research analysisMKC2500
- Strategic retailing MKC2610
- Buyer behaviourMKF2111
- Marketing research methodsMKF2121
- Marketing issues in packaging designMKF2401
- Brand managementMKF2521
- Not-for-profit marketingMKF2531
- Retail management principlesMKF2540
- Marketing insightsMKF2801
- Sport marketing and sponsorshipMKF3200
- Services marketingMKF3302
- Sales management and negotiationMKF3471
- International marketingMKF3531
- Digital marketingMKF3881
- Digital marketingMKI3881
- Consumer behaviourMKW2402
- Buyer behaviourMKX2111
- Marketing channelsMKX3481
Offerings (2)
- First semesterClayton · ON-CAMPUS
- Second semesterClayton · ON-CAMPUS
Listed in 2 areas of study
- Marketing scienceCore units
- Marketing scienceCore units