This unit (VBE1005) of study provides an introduction to the marketing function of the organisation. Identifying and meeting the needs of clients and customer groups is critical to achieving organisational goals. This unit of study provides an overview of the fundamental theories and principles of marketing which are supported by marketing science. The focus is on how organisations identify the needs of their target markets, understand the buying behaviour of their target markets, and develop a marketing mix to satisfy the needs and wants of these markets. While the unit has a theoretical base that is underpinned by a marketing science approach, a practical application of the concepts of marketing to real life scenarios is essential. The learning and teaching in the unit prepares students for further study and the workplace by supporting them to develop relevant academic and professional skills.
Unit details
Location:
Study level:
Undergraduate
Credit points:
12
Unit code:
VBE1005
Get help
- Visit a student service centre
- 1300 VIC UNI (1300 842 864)
- Visit the glossary
Find a different unit
Learning Outcomes
| 1. | Analyse how the key elements of the marketing mix contribute to an organisation's marketing strategy; | ||
| 2. | Compare fundamental theories of consumer behaviour and begin to contrast how they influence marketing activities; | ||
| 3. | Determine the practical implications of core marketing theory including marketing empirical generalisations, the Double Jeopardy and Duplication of Purchase laws; | ||
| 4. | Investigate basic marketing problems in general business situations and effectively report results to a broader audience; | ||
| 5. | Formulate basic marketing strategies that can be implemented to address marketing problems; | ||
| 6. | Analyse the role of the marketer and the marketer's contribution to the direction of the organisation; and | ||
| 7. | Demonstrate the development of key fundamental academic and professional skills required for further study and the workforce |
Assessment
Melbourne campuses
Students studying under the VU Block Model.
| Assessment type | Description | Grade |
|---|---|---|
| Case Study | Individual written and oral report: Part 1: SWOT analysis of local business (original word count 500-1000 words) | 20% |
| Case Study | Part 2: Promotional Plan Individual written and oral report Promotional plan for local business (Original Word count 500-1000 words) | 20% |
| Report | Group Report: Marketing case study, presentation, discussion and report | 20% |
| Test | Two (2) In Class supervised Tests (2 hours) | 40% |
Other locations
| Assessment type | Description | Grade |
|---|---|---|
| Case Study | Individual written and oral report: Part 1: SWOT analysis of local business (original word count 500-1000 words) | 20% |
| Case Study | Part 2: Promotional Plan Individual written and oral report Promotional plan for local business (Original Word count 500-1000 words) | 20% |
| Report | Group Report: Marketing case study, presentation, discussion and report | 20% |
| Examination | Final examination (1000-1500 word equivalent / two hrs duration) | 40% |
Where to next?
VU takes care to ensure the accuracy of this unit information, but reserves the right to change or withdraw courses offered at any time. Please check that unit information is current with the Student Contact Centre.
