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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.
This unit is a core unit in a number of courses, as such, it provides an introduction to marketing theory and practice. The unit presents marketing as the generator of organisational revenue and is therefore considered essential for all business students. Adopting a contemporary approach to markets, the unit recognises the services sector as the dominant force in modern economies. Additionally, the unit takes a tradigital (traditional/digital) and international approach to marketing. Holistically, the unit explores the key success factors of modern organisations: product leadership, customer intimacy, and operational excellence. The objectives of a marketing philosophy, which are, to increase sales, reduce costs as a percentage of sales, and to build the value of the business are kept at the forefront of discussions.
On completion of this unit students should be able to:
The unit is delivered to on-campus and off-campus students. Thirteen three hour seminars are available on-campus, students may also study off-campus through accessing the Blackboard site. Alternatively, students may adopt a mixed, on-campus/off-campus, approach to balance work and study. A number of different approaches will be employed to ensure that the unit learning outcomes are met, for example; a semester case study will synthesise the unit learning, learning vignettes and photographic case studies will provide practical examples of theory, easynotes for each module will provide direction to key topics. Industry leaders will feature as guest lecturers, enabling learners to make the connections between theory and practical application. Assessments will encourage the application of theory to real world examples. Regardless of the mode of delivery, student participation and contribution to the collective knowledge is encouraged; tools within Blackboard will be employed to faciliate this process.
GS1 GRADING SCHEMA 1 Used for standard coursework units
Students please note: The marks and grades received by students on assessments may be subject to further moderation. All marks and grades are to be considered provisional until endorsed by the relevant Board of Examiners.
| Type | Description | Value |
|---|---|---|
| Test | On-line test | 20% |
| Essay | Academic essay | 35% |
| Creative Work | Business magazine article | 45% |
| Type | Description | Value |
|---|---|---|
| Test | On-line test | 20% |
| Essay | Academic essay | 35% |
| Creative Work | Business magazine article | 45% |
^ Mandatory reference
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.
Edith Cowan University has firm rules governing academic misconduct and there are substantial penalties that can be applied to students who are found in breach of these rules. Academic misconduct includes, but is not limited to:
Additionally, any material submitted for assessment purposes must be work that has not been submitted previously, by any person, for any other unit at ECU or elsewhere.
The ECU rules and policies governing all academic activities, including misconduct, can be accessed through the ECU website.
FBL5020|1|1
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.
This unit is a core unit in a number of courses, as such, it provides an introduction to marketing theory and practice. The unit presents marketing as the generator of organisational revenue and is therefore considered essential for all business students. Adopting a contemporary approach to markets, the unit recognises the services sector as the dominant force in modern economies. Additionally, the unit takes a tradigital (traditional/digital) and international approach to marketing. Holistically, the unit explores the key success factors of modern organisations: product leadership, customer intimacy, and operational excellence. The objectives of a marketing philosophy, which are, to increase sales, reduce costs as a percentage of sales, and to build the value of the business are kept at the forefront of discussions.
On completion of this unit students should be able to:
The unit is delivered to on-campus and off-campus students. Thirteen three hour seminars are available on-campus, students may also study off-campus through accessing the Blackboard site. Alternatively, students may adopt a mixed, on-campus/off-campus, approach to balance work and study. A number of different approaches will be employed to ensure that the unit learning outcomes are met, for example; a semester case study will synthesise the unit learning, learning vignettes and photographic case studies will provide practical examples of theory, easynotes for each module will provide direction to key topics. Industry leaders will feature as guest lecturers, enabling learners to make the connections between theory and practical application. Assessments will encourage the application of theory to real world examples. Regardless of the mode of delivery, student participation and contribution to the collective knowledge is encouraged; tools within Blackboard will be employed to faciliate this process.
GS1 GRADING SCHEMA 1 Used for standard coursework units
Students please note: The marks and grades received by students on assessments may be subject to further moderation. All marks and grades are to be considered provisional until endorsed by the relevant Board of Examiners.
| Type | Description | Value |
|---|---|---|
| Test | On-line test | 20% |
| Essay | Academic essay | 35% |
| Creative Work | Business magazine article | 45% |
| Type | Description | Value |
|---|---|---|
| Test | On-line test | 20% |
| Essay | Academic essay | 35% |
| Creative Work | Business magazine article | 45% |
^ Mandatory reference
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.
Edith Cowan University has firm rules governing academic misconduct and there are substantial penalties that can be applied to students who are found in breach of these rules. Academic misconduct includes, but is not limited to:
Additionally, any material submitted for assessment purposes must be work that has not been submitted previously, by any person, for any other unit at ECU or elsewhere.
The ECU rules and policies governing all academic activities, including misconduct, can be accessed through the ECU website.
FBL5020|1|2