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MKF1120: Marketing theory and practice

Faculty of Business and Economics

Marketing theory and practice

Check the Handbook for the latest unit information.


This unit provides you with an introduction to the discipline of marketing. It encompasses marketing's role in a dynamic organisational environment and introduces you to the concepts and strategies employed by marketers to create value for organisations and their stakeholders. The unit provides a foundation for you if you are seeking to pursue further study in marketing, however it also provides an insight into the interrelationship between marketing and other disciplines.


1 - Within semester assessment - 50% 2 - Examination - 50% 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.