1. Handbook
  2. Subjects
  3. Principles of Marketing

Principles of Marketing (MKTG10001)

Undergraduate level 1Points: 12.5On Campus (Parkville)

You’re viewing the 2025 Handbook:
Or view archived Handbooks

Overview

Availability
Semester 1
Semester 2
FeesLook up fees

The basic theoretical framework of marketing, including segmentation, buyer behaviour, product management, market communications, channel management and pricing decisions are introduced in this subject. Students are also introduced to basic concepts in market research and management of marketing programs.

Intended learning outcomes

On successful completion of this subject, students will be able to:

  • Demonstrate knowledge and comprehension of basic theories and models within marketing;
  • Analyse and critically evaluate marketing practice and explain why some marketing activities are more successful than others;
  • Apply creativity and knowledge of major theories and models to marketing problems presented in case studies and assignments; and
  • Demonstrate a first-hand knowledge of emerging marketing theories gained through participation in marketing research studies.

Generic skills

On successful completion of this subject, students should have improved the following generic skills:

  • High level of development: written communication; collaborative learning; problem solving; team work; application of theory to practice; interpretation and analysis; critical thinking; synthesis of data and other information; evaluation of data and other information; accessing data and other information from a range of sources.
  • Moderate level of development: oral communication; receptiveness to alternative ideas.
  • Some level of development: use of computer software, participation and engagement in research studies.

Last updated: 21 May 2025