The course introduces the principles and practice of marketing. Topics include the role of marketing and its organisational context; the marketing environment; market segmentation and target markets; marketing information, research and analysis; industry analysis, buyer behaviour in the consumer and business organisations, and decision making under conditions of high uncertainty and ambiguity.
Learning Outcomes
Upon successful completion, students will have the knowledge and skills to:
- Explain with illustrations marketing concepts, including the marketing mix, and their application to profit-oriented and non-profit organisations;
- Describe how marketing is integrated with other functional areas of business;
- Identify marketing problems from live case studies;
- Critically discuss the need for a marketing orientation in a competitive business environment;
- Analyse marketing theory to recommend practical solutions to marketing problems;
- Apply marketing concepts to illustrate their importance in major marketing decisions; and
- Communicate effectively, individually and in teams, in oral presentations and written forms using the concepts and terminology of the marketing discipline.
Other Information
Indicative Assessment
- Typical assessments may include, but is not restricted to: in-class exercises, written and oral assignments, quizzes, examinations, group project tasks, oral presentation, and other assessment deemed appropriate to show attainment of the learning outcomes set for the course. Further details will be made available via the Class Summary. (100) [LO 1,2,3,4,5,6,7]
The ANU uses Turnitin to enhance student citation and referencing techniques, and to assess assignment submissions as a component of the University's approach to managing Academic Integrity. While the use of Turnitin is not mandatory, the ANU highly recommends Turnitin is used by both teaching staff and students. For additional information regarding Turnitin please visit the ANU Online website.
Workload
Students taking this course are expected to commit 130 hours to completing the work. For semester length offerings this will typically include 3 hours per week in class and at least 7 hours a week on average (excluding non-teaching weeks) on course reading, research, writing and assessment work.
Inherent Requirements
This course has no inherent requirements.
Prescribed Texts
Information about the prescribed textbook (if any) will be made available via the Class Summary.
Preliminary Reading
Information about the indicative readings (if any) will be made available via the Class Summary.
Fees
Tuition fees are for the academic year indicated at the top of the page.
Commonwealth Support (CSP) Students
If you have been offered a Commonwealth supported place, your fees are set by the Australian Government for each course. At ANU 1 EFTSL is 48 units (normally 8 x 6-unit courses). More information about your student contribution amount for each course at Fees.
- Student Contribution Band:
- 34
- Unit value:
- 6 units
If you are a domestic graduate coursework student with a Domestic Tuition Fee (DTF) place or international student you will be required to pay course tuition fees (see below). Course tuition fees are indexed annually. Further information for domestic and international students about tuition and other fees can be found at Fees.
Where there is a unit range displayed for this course, not all unit options below may be available.
| Units | EFTSL |
|---|---|
| 6.00 | 0.12500 |
Offerings, Dates and Class Summary Links
ANU utilises MyTimetable to enable students to view the timetable for their enrolled courses, browse, then self-allocate to small teaching activities / tutorials so they can better plan their time. Find out more on the Timetable webpage.
Class summaries, if available, can be accessed by clicking on the View link for the relevant class number.
First Semester
| Class number | Class start date | Last day to enrol | Census date | Class end date | Mode Of Delivery | Class Summary |
|---|---|---|---|---|---|---|
| 2780 | 23 Feb 2026 | 02 Mar 2026 | 31 Mar 2026 | 29 May 2026 | In Person | N/A |
Second Semester
| Class number | Class start date | Last day to enrol | Census date | Class end date | Mode Of Delivery | Class Summary |
|---|---|---|---|---|---|---|
| 8137 | 27 Jul 2026 | 03 Aug 2026 | 31 Aug 2026 | 30 Oct 2026 | In Person | N/A |