Marketing Theory and Practice

Unit code: BHO1000 | Study level: Undergraduate
Credit points
12
(Generally, 1 credit = 10 hours of classes and independent study.)
Location
City Campus
India Online
VU Brisbane
VU Online
VU Sydney
Prerequisites
N/A
Overview
Enquire

Overview

Gain an essential overview of effective marketing strategies, with the Marketing Theory and Practice unit.

In this unit you will examine the role of marketing with the customer central to your approach.

You will learn theories and principles of marketing, focusing on achieving an organisation’s goals through identifying and targeting the customers’ needs and buying behaviour.

This unit will introduce you to:

  • buyer behaviour
  • segmentation approaches
  • strategic decisions on product, price, place and promotion
  • digital and social media in marketing.

Throughout your learning, you will apply marketing concepts to real-life tasks through practical, hands-on exercises.

Learning Outcomes

On successful completion of this unit, students will be able to:

  1. Examine the concept of marketing, with its emphasis on customers, and the role it plays with other business areas within an organisation;
  2. Investigate the impact of external and internal environments on marketing-related activities of organisations;
  3. Analyse the key elements of the marketing mix and how it contributes to an organisation's marketing strategy;
  4. Compare alternative theories of consumer behaviour and how they influence marketing activities; and,
  5. Analyse marketing problems in business situations using marketing research and marketing metrics, and effectively report results to a broader audience.

Study as a single unit

This unit can be studied on its own, without enrolling in a full degree.

Learn more about single units of study at VU

Assessment

For Melbourne campuses

Assessment type: Essay
|
Grade: 10%
Environmental Scan
Assessment type: Case Study
|
Grade: 40%
Marketing Plan - Part 1 (Segmentation Plan 15%), Part 2 (Marketing Mix 25%)
Assessment type: Presentation
|
Grade: 20%
Presentation and discussion on chosen marketing topic
Assessment type: Timed Assessment Task
|
Grade: 30%
In-class assessment task

Other locations

For students studying at VU Online
Assessment type: Review
|
Grade: 30%
Environmental analysis
Assessment type: Report
|
Grade: 30%
Marketing plan
Assessment type: Presentation
|
Grade: 40%
Marketing pitch

Required reading

Students will have access to required readings via VU Collaborate and are not required to purchase the listed textbook.

Marketing: Theory, Evidence, Practice
Sharp, B. (2017)| Oxford University Press, South Melbourne

As part of a course

This unit is studied as part of the following course(s):

Bachelor of Business
BBNS | Bachelor degree | Duration: 3 years
Bachelor of Psychological Studies/Bachelor of Business
ABPB | Bachelor degree | Duration: 4 years
Bachelor of Sport Management
SBSM | Bachelor degree | Duration: 3 years
Bachelor of Sport Management/Bachelor of Business
SBSB | Bachelor degree | Duration: 4 years
Bachelor of Sport Science (Human Movement)/Bachelor of Sport Management
SBHS | Bachelor degree | Duration: 4 years
Bachelor of Youth Work/Bachelor of Sport Management
EBYS | Bachelor degree | Duration: 4 years

Refer to the course page for information on how to apply for the course. VU takes care to ensure the accuracy of this unit information, but reserves the right to change or withdraw courses offered at any time. Please check that unit information is current with the Student Contact Centre.

Search for units, majors & minors