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  2. Marketing Principles & Practices [MKT1600]

School: Business and Law

This unit information may be updated and amended immediately prior to semester. To ensure you have the correct outline, please check it again at the beginning of semester.

  • Unit Title

    Marketing Principles & Practices

  • Unit Code

    MKT1600

  • Year

    2026

  • Enrolment Period

    1

  • Version

    4

  • Credit Points

    15

  • Full Year Unit

     N

  • Mode of Delivery

    On Campus
    Online

  • Unit Coordinator

    Dr Saalem SADEQUE

Description

This unit introduces students to the core principles and concepts of marketing thought, practice, and research. Students will engage with academic theory and real-world application through the understanding and implementation of fundamental marketing tools and knowledge. The unit’s focus is on understanding how organisations can create, manage and capture customer value through various tactical and strategic marketing decisions. Throughout the unit, students will be exposed to aspects of marketing such as consumer behaviour, segmentation, targeting and positioning, market research, new product development, branding, distribution, pricing and marketing communication. This unit will give students a thorough and grounded understanding of marketing and its key elements. The unit will also introduce students to marketing's role in sustainability and ethics.

Equivalent Rule

Unit was previously coded MBA560G, MBA562G, MKT1100, MKT410B

Learning Outcomes

On completion of this unit students should be able to:

  1. Explain how marketing principles influence the strategies and tactics of diverse organisations, and contribute toward different perspectives in local, national, and international markets.
  2. Analyse how value is created for customers, organisations and society through the application of relevant marketing principles and practices.
  3. Illustrate how marketing practitioners creatively employ marketing tools and techniques to build brand equity in contemporary organisations.
  4. Generate innovative ideas to enhance existing products and services offered by organisations.

Unit Content

  1. The Marketing Environment.
  2. Understanding Buyer Behaviour.
  3. Marketing Research and Analytics.
  4. Market Segmentation, Targeting and Positioning.
  5. Creating Value through Products and Brands.
  6. Creating Value through Services, Relationships and Experiences.
  7. Creating Value through Pricing.
  8. Creating Value through Marketing Communications.
  9. Marketing Strategy and Planning.
  10. Social responsibility and ethics in marketing.

Learning Experience

ON-CAMPUS

Students will attend on campus classes as well as engage in learning activities through ECU's LMS

City CampusJoondalupSouth West (Bunbury)
Semester 113 x 3 hour seminarNot OfferedNot Offered
Semester 213 x 3 hour seminarNot OfferedNot Offered

For more information see the Semester Timetable

ONLINE

Students will engage in learning experiences via ECU’s LMS as well as additional ECU learning technologies

Assessment

GS1 GRADING SCHEMA 1 Used for standard coursework units

ON CAMPUS
TypeDescriptionValue
ReportJobs-to-be-Done Analysis25%
Case StudyCase Study Analysis35%
PresentationCustomer Journey Mapping40%
ONLINE
TypeDescriptionValue
ReportJobs-to-be-Done Analysis25%
Case StudyCase Study Analysis35%
PresentationCustomer Journey Mapping40%

Disability Standards for Education (Commonwealth 2005)

For the purposes of considering a request for Reasonable Adjustments under the Disability Standards for Education (Commonwealth 2005), inherent requirements for this subject are articulated in the Unit Description, Learning Outcomes and Assessment Requirements of this entry. The University is dedicated to provide support to those with special requirements. Further details on the support for students with disabilities or medical conditions can be found at the Access and Inclusion website.

Assessment

Students please note: The marks and grades received by students on assessments may be subject to further moderation. Informal vivas may be conducted as part of an assessment task, where staff require further information to confirm the learning outcomes have been met. All marks and grades are to be considered provisional until endorsed by the relevant School Progression Panel.

Academic Integrity

Integrity is a core value at Edith Cowan University, and it is expected that ECU students complete their assessment tasks honestly and with acknowledgement of other people's work as well as any generative artificial intelligence tools that may have been used. This means that assessment tasks must be completed individually (unless it is an authorised group assessment task) and any sources used must be referenced.

Breaches of academic integrity can include:

  • Plagiarism: Copying the words, ideas or creative works of other people or generative artificial intelligence tools, without referencing in accordance with stated University requirements. Students need to seek approval from the Unit Coordinator within the first week of study if they intend to use some of their previous work in an assessment task (self-plagiarism).
  • Unauthorised collaboration (collusion): Working with other students and submitting the same or substantially similar work or portions of work when an individual submission was required. This includes students knowingly providing others with copies of their own work to use in the same or similar assessment task(s).
  • Contract cheating: Organising a friend, a family member, another student or an external person or organisation (e.g. through an online website) to complete or substantially edit or refine part or all of an assessment task(s) on their behalf.
  • Cheating in an exam: Using or having access to unauthorised materials in an exam or test.

Serious outcomes may be imposed if a student is found to have committed one of these breaches, up to and including expulsion from the University for repeated or serious acts.

ECU's policies and more information about academic integrity can be found on the student academic integrity website.

All commencing ECU students are required to complete the Academic Integrity Module.

Assessment Extension

In some circumstances, Students may apply to their Unit Coordinator to extend the due date of their Assessment Task(s) in accordance with ECU's Assessment Procedure - for more information visit https://askus2.ecu.edu.au/s/article/000001386.

Special Consideration

Students may apply for Special Consideration in respect of a final unit grade, where their achievement was affected by Exceptional Circumstances as set out in the Assessment Procedure - for more information visit https://askus2.ecu.edu.au/s/article/000003318.

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