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A course mapper by Monash Association of Coding (MAC)
Marketing fundamentals
MKW1120
Synopsis
Introduction to marketing activities undertaken by business, government, profit, non profit organisations. Marketing theory, the marketing concept and its evolution from a strategic and applied perspective; development of corporate and marketing strategic plans; analysis of an organisation and marketing's role, value-exchange processes, buyer behaviour, marketing research and market analysis, the marketing environment, the use of marketing decision making tools; product concepts, strategies and development; distribution, pricing and communication mix strategies; services marketing; marketing management, implementation and control processes and procedures.
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 (24)
- Research methods and analysisMKB2705
- Brand and product managementMKB2706
- Stakeholder marketingMKB3803
- Buyer behaviour in marketingMKC2110
- 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
- Introduction to digital marketingMKM2300
- Consumer behaviourMKW2402
- Marketing research methodsMKW2420
- Buyer behaviourMKX2111
- Marketing channelsMKX3481
Offerings (3)
- First semesterMalaysia · ON-CAMPUS
- October intake teaching period, Malaysia campusMalaysia · ON-CAMPUS
- Second semesterMalaysia · ON-CAMPUS
Listed in 5 areas of study
- Digital marketing Major requirements
- Digital marketingCore units
- Food science and businessDigital marketing stream
- Strategic marketingCore units
- Strategic marketingCore units