Introduction to Marketing

Griffith University

Course Description

  • Course Name

    Introduction to Marketing

  • Host University

    Griffith University

  • Location

    Gold Coast, Australia

  • Area of Study


  • Language Level

    Taught In English

  • Course Level Recommendations


    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • Credit Points

  • Recommended U.S. Semester Credits
    3 - 4
  • Recommended U.S. Quarter Units
    4 - 6
  • Overview

    Course Description
    This course provides knowledge and practice in the analytical, creative and strategic functions of marketing. The course presents a set of approaches and frameworks centred upon the "4Ps" (Product, Price, Place, and Promotion), to develop your competence to create a marketing plan, one of the major tools of business. Marketing starts with understanding consumer's preferences for products and services and attempts to satisfy their different wants and needs in a profitable manner.

    Course Introduction
    There are two key components to marketing. First, it is a philosophy, a perspective, or a management orientation that focuses on customer satisfaction. Second, it is an organisational function, in which a set of frameworks and processes are applied to create, communicate and deliver value for customers, and to cultivate long-term relationships.
    The study of marketing provides useful and interesting insights into how companies create, distribute, promote and price their goods and services, in a competitive and fast-changing environment. This introductory course provides a basic overview of the key areas of marketing and is required to support further studies in the marketing discipline.

    Course Aims
    Marketing is about putting consumers at the centre of a company's thinking and planning. Companies with a marketing focus understand their business in terms of the needs and wants of their customers, and other stakeholders in their environment. This course provides foundational knowledge to help you identify and formulate, at a basic level, strategies and solutions to satisfy the needs and wants of your target market.

    The course contributes to the development of the generic skills of the Griffith graduate in the areas of effective communication, team membership, problem-solving, critical evaluation, and creativity and innovation. Furthermore, ethical and professional workplace behaviour is promoted throughout the course.

    Learning Outcomes
    After successfully completing this course you should be able to:
    1 Recognise that marketing begins and ends with customers and consumers
    2 Understand the concepts and significance of marketing in business and society both domestically and internationally.
    3 Appreciate the importance of market research in the marketing process
    4 Be aware of the important role that marketing plays in business sustainability
    5 Possess a working knowledge of the processes involved in analysing and evaluating marketing opportunities
    6 Begin to understand how to critically evaluate marketing issues and marketing literature
    7 Possess an understanding of how to formulate innovative solutions to solve real marketing problems
    8 Demonstrate skills in critical discussion and written communication in team environments
    9 Apply skills to persuade a target audience

    Assessment Plan
    Assignment - Written Assignment - Situation Analysis (INDIVIDUAL) 10%/10
    Test or Quiz - Mid-semester Exam 20%/60
    Assignment - Written Assignment - Marketing Plan (GROUP) 35%/100
    Exam - constructed response - Final Exam 35%/35

Course Disclaimer

Courses and course hours of instruction are subject to change.

Eligibility for courses may be subject to a placement exam and/or pre-requisites.

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.