Foundations of Marketing

How do you market your good ideas? Perhaps you are a small business owner or church leader wishing to be known in the community?

In this subject, you will learn how organisations identify their market and the customers within that market. You will also learn how to creatively market campaigns and how organisations manage marketing successfully. Further, this subject will enhance your knowledge and understanding of key areas of marketing.

Quick Info

  • Currently offered by Alphacrucis: Yes
  • Course code: MKT001
  • Credit points: 10
  • Subject coordinator: Ka Lun Kenelm Chan



Awards offering Foundations of Marketing

This unit is offered as a part of the following awards:

Unit Content


  1. Describe the role of marketing in organisations;
  2. Explain each component of marketing mix for specific contexts;
  3. Identify marketing concepts from a legal, ethical, and Christian perspective;
  4. Report marketing strategies and tactics;
  5. Select and apply appropriate skills to work in teams.

Subject Content

  • Introduction to marketing
  • Marketing environment and analysis
  • Market research
  • Consumer and buying behaviour
  • Segmentation, targeting and positioning
  • Product, price, promotion and place
  • Services marketing

This course may be offered in the following formats

  • Face to face (on site)
  • E-learning (online)
  • Intensive
  • Extensive

Please consult your course prospectus or enquire about how and when this course will be offered next at Alphacrucis University College.

Assessment Methods

  • Forum Postings (25%)
  • Individual Case Study (20%)
  • Group Marketing Project (35%)
  • Group Presentation (20%)

Prescribed Text

  • Lamb, Charles W., Joe Hair, and Carl McDaniel. MKTG. 13th edition. Cengage, 2020.

Please consult your instructor before purchasing any textbooks