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MKB1700: Fundamentals of marketing

Faculty of Business and Economics

Fundamentals of marketing

Check the Handbook for the latest unit information.


Creating value for organisations, stakeholders, consumers, and even society as a whole, is a central theme in marketing.In this unit you will be introduced to the marketing discipline and its role within an organisation. You will gain an understanding of key frameworks, concepts, and strategies used by marketers to address specific challenges and opportunities. Throughout this unit you will learn how to apply your newly-acquired knowledge to solve a range of marketing problems.Given the importance of marketing in contemporary society, this unit is suitable if you are seeking a career in marketing or wanting a basic understanding of the functions of marketing in an organisation.


1 - Within semester assessment - 60% 2 - Examination - 40% Hurdle type: Threshold Hurdle description: This unit contains a hurdle requirement that you must achieve to be able to pass the unit. The consequence of not achieving a hurdle requirement is a fail grade (NH) and a maximum mark of 45 for the unit.


Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. You are expected to complete all pre-class activities prior to your scheduled class, and post-class activities should be completed after your scheduled class. Learning activities may include a combination of teacher directed, peer directed and online engagement activities.