MKC1200 Principles of marketing
Faculty of Business and Economics
MKC1200 Principles of marketing is a level 1, 6-credit-point, undergraduate unit from the Faculty of Business and Economics, offered in 2026 in Semester 1 and Semester 2 at Clayton. It has no prerequisites and unlocks 23 units, leading on to 38 units in all.
- Credit points
- 6
- Offered in 2026
- Semester 1, Semester 2
- Clayton
- Assessment
- Exam 80%
- and 4 other tasks
- Workload
- 144 hours
- per semester
This is the 2026 handbook entry. See the 2027 entry.
Reviews
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Requisites
Before MKC1200
Prohibitions
You can't enrol if you have passed any of these.
After MKC1200
23 units list MKC1200 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
- MKC2130Fundamentals of marketing analyticsNo reviews yet
- MKC2500Marketing research analysisNo reviews yet
- MKC2610Strategic retailing No reviews yet
- MKF2111Buyer behaviourNo reviews yet
Show 15 more
- MKF2121Marketing research methodsNo reviews yet
- 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
- MKI3881Digital marketingNo reviews yet
- MKW2402Consumer behaviourNo reviews yet
- MKX2111Buyer behaviourNo reviews yet
- MKX3481Marketing channelsNo reviews yet
Enrolment rules
If you are enrolled in course B2007 you cannot undertake this unit.
Overview
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.
Offerings in 2026
| Teaching period | Campus | Mode |
|---|---|---|
| First semester | Clayton | On campus |
| Second semester | Clayton | On campus |
Assessment
- Exercise30%
- Project30%
- ExaminationThreshold hurdle40%
- Exercise30%
- Presentation30%
- ExaminationThreshold hurdle40%
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
FIRST SEMESTER: describe key marketing concepts
SECOND SEMESTER: explain key marketing concepts and their use in dynamic organisational contexts
- 2
FIRST SEMESTER: recognise the applications of these key marketing concepts in real-life situations
SECOND SEMESTER: evaluate the applications of key marketing concepts in local and global markets
- 3
FIRST SEMESTER: discuss how these key marketing concepts can be used in analysing a range of marketing problems
SECOND SEMESTER: analyse how these key marketing concepts can be used in creating solutions to a range of marketing problems
- 4
FIRST SEMESTER: demonstrate how marketing helps organisations to satisfy their customers' needs and wants.
SECOND SEMESTER: explain how organisations use marketing to identify and satisfy customer needs and wants in the real-world
Workload and teaching
- Tutorials24 hours
- Teaching approachProblem-based learning
- 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 includes problem-based learning approaches, where you engage in research, integrate theory and practice and apply knowledge and skills to develop viable solutions in response to a problem or set of problems.
This unit engages you in actively applying your knowledge, skills and attributes in interactive, collaborative and reflective activities.
Learning resources
Required resources
Armstrong, G., Denize, S., Volkov, M., Adam, S., Kotler, P., Ang, S.H., Love, A., Doherty, S., van Esch, P., Principles of Marketing (8th edition), Pearson.
Where it fits
MKC1200 is part of 2 areas of study in the 2026 handbook.
Contacts
- Chief Examiners
- Dr Pingping Qiu
- Dr Beatriz Pereira
Common questions
What are the prerequisites for MKC1200?
MKC1200 has no prerequisites, but enrolment rules apply.
What can I take after MKC1200?
MKC1200 is a prerequisite or corequisite for 23 units, including MKB2705, MKB2706, MKB3803, MKC2110, MKC2130 and MKC2500. Those lead on to 38 units in all.
When is MKC1200 offered?
In 2026, MKC1200 runs in Semester 1 and Semester 2 at Clayton.
How much work is MKC1200?
The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.
Does MKC1200 have an exam?
Yes. The exam is worth 80% of the final mark, alongside 5 other tasks.
Which majors and minors include MKC1200?
MKC1200 is part of Marketing science.