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.

Quick Info

  • Currently offered by Alphacrucis: Yes
  • Course code: MKT101
  • Credit points: 10
  • Subject coordinator: Philip Lee



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; the advantages and potential pitfalls;
  2. Identify basic tools for: market research; product/service design & marketing communication;
  3. Demonstrate an ability to analyse markets and industries to identify marketing opportunities;
  4. Develop a well-rounded marketing plan;
  5. Examine basic issues in marketing from a legal, ethical and Christian perspective.

Subject Content

  • Introduction to Marketing
  • Marketing Environment & Analysis
  • Market Research
  • Consumer Behaviour
  • Buying Behaviour
  • Segmentation, Targeting and Positioning
  • Product
  • Price
  • Promotion
  • Place (Distribution)
  • Services Marketing

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 (10%)
  • Marketing Analysis (40%)
  • Marketing Plan (30%)
  • Exam (20%)

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