Queensland University of Technology
Area of Study
Taught In English
Course Level Recommendations
Recommended U.S. Semester Credits3 - 4
Recommended U.S. Quarter Units4 - 6
Hours & Credits
OverviewBSB126 Marketing is an introductory unit that examines the role and importance of marketing to the contemporary organisation. Emphasis is placed on understanding the basic principles and practices of marketing such as the marketing concept, market segmentation, customer value and consumer behaviour. The unit explores the various elements of the marketing mix, with special reference to product, price, distribution, and promotion, including advertising and public relations. By way of introduction only, key issues relating to services marketing, e-marketing and strategic marketing are also canvassed.Learning OutcomesBSB126 Marketing is an introductory unit that examines the role and importance of marketing to the contemporary organisation. The unit aims for students to be able to:
ContentContent includes the marketing concept, segmentation, market research, planning, consumer behaviour, advertising and public relations, the marketing environment, pricing and distribution.
- Identify and explain the introductory principles, concepts, theories and practices of marketing, including their role and application in a range of organisations;
- Explain the role of market segmentation, targeting and positioning for the design of marketing strategy;
- Use knowledge of the marketing mix elements in a coherent and integrated way to design and analyse marketing strategy and tactics;
- Explain the importance of customer focus for effective marketing decision-making;
- Use information literacy skills and effectively communicate marketing knowledge and ideas in written form.
Courses and course hours of instruction are subject to change.
Eligibility for courses may be subject to a placement exam and/or pre-requisites.
Some courses may require additional fees.
Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.