Foundations of Marketing

This unit explores the proposition that marketing is based on an understanding of consumer value. The unit looks at the evolution of marketing thought from a production orientation to its current state. The unit covers gathering information on consumer needs and the marketing environment. It then looks at the building blocks and tools that the marketer uses to satisfy those needs – the marketing mix. The unit includes the latest developments in marketing theory, illustrated with examples of best practice from Australia and major economies overseas.

Awards offering Foundations of Marketing

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

• Associate Degree in Business
• Associate Degree in Ministry
• Bachelor of Arts
• Bachelor of Arts and Bachelor of Applied Social Science
• Bachelor of Arts and Bachelor of Business
• Bachelor of Arts and Bachelor of Education (Secondary)
• Bachelor of Business
• Bachelor of Business and Bachelor of Ministry
• Bachelor of Business and Bachelor of Theology
• Bachelor of Ministry
• Bachelor of Theology
• Diploma of Arts
• Diploma of Business
• Diploma of Business and Diploma of Entrepreneurship
• Diploma of Business and Diploma of Leadership
• Diploma of Business and Diploma of Ministry
• Diploma of Chaplaincy
• Diploma of Chaplaincy and Diploma of Leadership
• Diploma of Chaplaincy and Diploma of Ministry
• Diploma of Entrepreneurship
• Diploma of Entrepreneurship and Diploma of Leadership
• Diploma of Entrepreneurship and Diploma of Ministry
• Undergraduate Certificate in Arts
• Undergraduate Certificate in Business Studies
• Undergraduate Certificate in Ministry

Unit Content

Outcomes

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

Subject Content

• An Introduction to marketing in the digital era 
• The marketing environment and the role of information 
• The marketplace and customers - segmentation, targeting and positioning 
• Buying behaviour and the consumer decision journey in the contexts of Business-to-consumer, business-to-business and not-for-profit organisations 
• Marketing strategies – Product development – solutions versus products
• Marketing strategies – Pricing strategies – delivering value
• Marketing strategies - Distribution – on-line and off-line 
• Marketing strategies – Promotion – developing customer advocacy
• Employee and customer loyalty 
• Digital marketing 
• Developing and implementing marketing strategies

This course may be offered in the following formats

• Face-to-Face (onsite)
• Distance/E-Learning (online)
• Intensive (One week: 7 hours per day for 5 days = 35 class hours + approx 85 hours out of class time for research, writing, exam preparation and execution, ancillary activities associated with completion of assigned tasks.)

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

Assessment Methods

• Forum Discussion (20%)
• Marketing Analysis (25%)
• Marketing Strategy Plan (30%)
• Presentation (25%)

Prescribed Text

• Armstrong, G., Denize, S., Volkov, M., Adam, S., Kotler, P., Ang, S., Love, A., Doherty, S., and van Esch, P. (2021). Principles of Marketing (8th ed.). Melbourne, VIC.: Pearson Australia. ISBN: 9781488626203

Check with the instructor each semester before purchasing any textbooks