Principles of Marketing

University of Melbourne

Course Description

  • Course Name

    Principles of Marketing

  • Host University

    University of Melbourne

  • Location

    Melbourne, 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

    The basic theoretical framework of marketing, including segmentation, buyer behaviour, product management, market communications, channel management and pricing decisions are introduced in this subject. Students are also introduced to basic concepts in market research and management of marketing programs.

    Intended learning outcomes

    -On completion of this subject, students should:

    -Have knowledge and comprehension of basic theories and models within marketing

    -Be able to analyse and critically evaluate marketing practice and explain why some marketing activities are more successful than others

    -Be capable of applying major theories and models to marketing problems presented in case studies and assignments

    -Gain first-hand knowledge of emerging marketing theories through participation in marketing research studies

Course Disclaimer

Courses and course hours of instruction are subject to change.

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.