Unit Outline

This unit explores the basic principles and concepts that underpin marketing. Students will be introduced to theories supporting market segmentation, target marketing, positioning and the marketing mix. This unit provides students with the foundational knowledge on how firms market products, and an understanding of the role of marketing within the organisational, business and social environment. This unit will develop students' ability to apply marketing concepts to practical business problems, in order to identify potential marketing solutions.

Intended Learning Outcomes

As per the Assessment and Results Policy 1.3, your results will reflect your achievement against specified learning outcomes.

On completion of this unit, you will be able to:


1.	Explain marketing theories.
2.	Analyse marketing opportunities and problems.
3.	Discuss marketing's role in contributing to organisational and societal sustainability.
4.	Communicate marketing solutions to a professional audience

Requisites


REQUISITE TYPE	REQUISITES
Anti-requisite (mutual excl)	BMA109, BMA251, JNB220, XPD112, ZAA134

Alterations as a result of student feedback

How will I be Assessed?

For more detailed assessment information please see MyLO.

Assessment schedule


ASSESSMENT TASK #	ASSESSMENT TASK NAME	DATE DUE	WEIGHT	LINKS TO INTENDED LEARNING OUTCOMES
Assessment Task 1:	Marketing Plan Proposal Part One	Week 6	30 %	LO1, LO2, LO4
Assessment Task 2:	Marketing Plan Proposal Part Two	Week 10	30 %	LO1, LO2, LO3, LO4
Assessment Task 3:	Product Presentation/Pitch	Week 13	40 %	LO2, LO3, LO4

Assessment details

Assessment Task 1: Marketing Plan Proposal Part One

Task Description:

In this task, you will develop the first part of a marketing plan proposal for a new product. The purpose of this assessment is to apply foundational marketing concepts to a real business scenario and demonstrate your ability to analyse markets, identify opportunities, and communicate insights in a professional written format.

You will select (or be assigned) a new product idea. Using marketing theory and market evidence, you will analyse the external environment, identify and justify your target market, determine appropriate product positioning, and present your proposal as a formal business report.

This assessment supports your development in understanding marketing theory and applying it to practical decision‑making in professional contexts.

Task Length:

2,000 words.

Due Date:

Week 6

Weight:

30 %

CRITERION #

CRITERION

MEASURES INTENDED

LEARNING OUTCOME(S)


1	Analyse the industry and competitors to identify key marketing opportunities and problems.	LO2
2	Apply marketing theory to identify and justify customer segment(s) and the target market(s).	LO1
3	Interpret a perceptual map to explain and justify the proposed product positioning.	LO1
4	Integrate relevant market research evidence to support the analysis and recommendations.	LO2
5	Communicate the marketing plan proposal clearly and professionally for a business audience.	LO4

Assessment Task 2: Marketing Plan Proposal Part Two

Task Description:

In this task, you will develop the second part of a marketing plan proposal for a new product. The purpose of this assessment is to apply foundational marketing concepts to a real business scenario and demonstrate your ability to analyse markets, identify opportunities, and communicate insights in a professional written format.

You have already been assigned the new product idea. Using marketing theory and market evidence, you will identify and justify your product branding, determine appropriate pricing for the product and its distribution (place) and promotion. You will present your proposal as a formal business report.

This assessment supports your development in understanding marketing theory and applying it to practical decision‑making in professional contexts.

Task Length:

2,000 words.

Due Date:

Week 10

Weight:

30 %

CRITERION #

CRITERION

MEASURES INTENDED

LEARNING OUTCOME(S)


1	Apply marketing theory to identify and justify proposed product branding, pricing, distribution and promotion.	LO1
2	Analyse the relevant environmental sustainability attributes of the product to identify key marketing opportunities.	LO3
3	Integrate relevant market research evidence to support the analysis and recommendations.	LO2
4	Communicate the marketing plan proposal clearly and professionally for a business audience.	LO4

Assessment Task 3: Product Presentation/Pitch

Task Description:

In this task you will develop an oral and visual presentation for the new product.

The purpose of this assessment is to apply foundational marketing concepts to a real business scenario and demonstrate your ability to analyse markets, identify opportunities, and communicate insights in a professional oral and visual format.

You have already been assigned the new product idea. Using marketing theory and market evidence, you will identify and justify your proposed target market(s), positioning and product branding. You will also present appropriate pricing for the product and proposed distribution (place) outlets and promotional activities.

This assessment supports your development in understanding marketing theory and applying it to practical decision‑making in professional contexts.

Task Length:

8 minutes

Due Date:

Week 13

Weight:

40 %

CRITERION #

CRITERION

MEASURES INTENDED

LEARNING OUTCOME(S)


1	Analyse relevant competitors to identify key marketing opportunities.	LO2
2	Apply marketing theory to identify and justify the proposed target market(s) for the product.	LO2
3	Interpret a perceptual map to explain and justify a sustainable market position for the product.	LO3
4	Apply marketing theory to identify and justify proposed product branding, pricing, distribution and promotion.	LO2
5	Communicate the marketing plan proposal clearly and professionally for a business audience.	LO4

How your final result is determined

To pass this unit, you need to demonstrate your attainment of each of the Intended Learning Outcomes, achieve a final unit grade of 50% or greater, and pass any hurdle tasks.

Submission of assignments

Where practicable, assignments should be submitted to an assignment submission folder in MYLO. You must submit assignments by the due date or receive a penalty (unless an extension of time has been approved by the Unit Coordinator). Students submitting any assignment in hard copy, or because of a practicum finalisation, must attach a student cover sheet and signed declaration for the submission to be accepted for marking.

Academic integrity

Academic integrity is about acting responsibly, honestly, ethically, and collegially when using, producing, and communicating information with other students and staff members.

In written work, you must correctly reference the work of others to maintain academic integrity. To find out the referencing style for this unit, see the assessment information in the MyLO site, or contact your teaching staff. For more detail about Academic Integrity, see Important Guidelines & Support.

Requests for extensions

If you are unable to submit an assessment task by the due date, you should apply for an extension.

A request for an extension should first be discussed with your Unit Coordinator or teaching support team where possible. A request for an extension must be submitted by the assessment due date, except where you can provide evidence it was not possible to do so. Typically, an application for an extension will be supported by documentary evidence: however, where it is not possible for you to provide evidence please contact your Unit Coordinator.

The Unit Coordinator must notify you of the outcome of an extension request within 3 working days of receiving the request.

Late penalties

Assignments submitted after the deadline will receive a late penalty of 5% of the original available mark for each calendar day (or part day) that the assignment is late. Late submissions will not be accepted more than 10 calendar days after the due date, or after assignments have been returned to other students on a scheduled date, whichever occurs first. Further information on Late Penalties can be found on the Assessments and Results Procedure.

Review of results and appeals

You are entitled to ask for a review of the marking and grading of your assessment task if there is an irregularity in the marking standards or an error in the process for determining the outcome of an assessment. Details on how to request a review of a mark for an assignment are outlined in the Review and Appeal of Academic Decisions Procedure.