Marketing Foundations


Course Description

  • Course Name

    Marketing Foundations

  • Host University


  • Location

    Sydney, Australia

  • Area of Study

    Business, Business Administration, Business Management, International Marketing, Marketing

  • Language Level

    Taught In English

  • Prerequisites

  • 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
  • Recommended U.S. Quarter Units
  • Overview

    This subject covers the basic principles of marketing. It develops an understanding of the overall process of marketing planning, implementation and control in the contemporary business environment and also develops a basic understanding of marketing information systems; market research and marketing ethics; market segmentation; buyer behaviour; product development; and the development of product, distribution, promotion and pricing strategies for both goods and services domestically and internationally.
    Subject objectives
    Upon successful completion of this subject students should be able to:
    1. explain the concepts of marketing and how these apply to profit and not-for-profit organisations involved in the domestic, international and global markets
    2. evaluate the factors that influence demand for products and services in order to facilitate exchanges between buyer and seller
    3. critically analyse business situations and recommend appropriate strategic changes for development and implementation based on theoretical and practical dimensions of marketing.
    This subject also contributes specifically to the following program learning objectives:
    Apply critical and creative thinking to address issues in business (2.3)
    Contribution to the development of graduate attributes
    This subject introduces students to marketing-oriented decision-making. It provides the theoretical building blocks for further marketing study. The subject develops skills linked to the Faculty's graduate attribute that looks at developing critical creative and analytical thinking.
    Teaching and learning strategies
    The lectures and tutorials incorporate a range of teaching and experiential learning strategies including UTSOnline, the discussion of current marketing issues, case study analysis and project work.
    This subject also contributes to the following program learning objective for the Bachelor of Management.
    apply innovative problem solving processes to address management issues in a specific industry context (PLO 2.1 BMgt)
    The role of marketing
    Strategic marketing and planning
    Market research
    Customer behaviour
    Market segmentation, targeting and positioning
    Products and pricing
    Distribution channels and placement
    Integrated marketing communications and electronic marketing
    International marketing, compliance and ethics
    Assessment task 1: Tutorial Quizzes (Individual)
    This addresses subject learning objective(s):
    1, 2 and 3
    Weight: 30%
    Assessment task 2: Marketing Analysis (Group and Individual)
    This addresses subject learning objective(s):
    1, 2 and 3
    This addresses program learning objectives(s):
    Weight: 30%
    Assessment task 3: Final Examination (individual)
    This addresses subject learning objective(s):
    1, 2 and 3
    Weight: 40%
    Minimum requirements
    Students must achieve at least 50% of the subject?s total marks.

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.