Future Students - Courses

Marketing Concepts

Unit Code: LBM100

Duration	Contact Hours	Campus	Prerequisite	Corequisite
One Semester	36 hours over the teaching period (normally 3 hours per week)	Lilydale, Online, Prahran, Singapore	Nil

Credit Points: 12.5 Credit Points

Related Course/s:

Co-badged with MAR110 Marketing Concepts (Online)

This is a prescribed unit of study in the Business Major/s. It may also be undertaken as a unit of study in any other Swinburne degree program, subject to the prerequisite and degree requirements.

Aims & Objectives:

At the end of the unit, the successful student will have achieved an understanding of key concepts used in organisation-customer exchanges, along with an understanding of the role of the marketing function within any organisation.

Particular emphasis is given to the role that Marketing plays in any organisation's core processes of:
• Creating and adapting to changes in its external and internal environments
• Understanding the ever-changing dynamics of client-organisation relationships
• Fulfilling the needs and wants of stakeholders in a way that also satisfies the organisation's goals (both financial and societal)

This understanding of marketing theory and practice, and what marketing people do, will assist the understanding of other disciplines in the Bachelor of Business degree, as well as providing a strong philosophical foundation for the further vocational study of marketing.

Teaching Methods:

This unit will be taught in a variety of modes including face to face, online, distance and blended modes. Delivery of this unit may be through a mixture of lectures, tutorials, laboratories, seminars and online.

Assessment:

Minor assignment 15 - 25%
Major assignment 25 - 35%
Final exam 45-55%

Generic Skills Outcomes:

Swinburne University aims to produce higher education graduates who are capable in their chosen profession. Learners bring a diverse wealth of experiences and graduate with individual understandings, abilities and attitudes.

Within this context it is the intent of LBM100 that students will begin to develop the following key generic skills:
• teamwork skills
• analysis skills
• problem solving skills
• communications skills
• ability to tackle unfamiliar problems
• ability to work independently

Content:

The unit provides students with a series of lectures, tutorial exercises and assignments designed to give them an opportunity to explore basic business and marketing concepts from a variety of perspectives. Related issues of concern to non-profit organisations are also explored.

Particular emphasis is given to the role marketing plays in the organisation's process of adaptation to its environment, relationships between organisations and their clients, and in the formulation of management policies that impact on other functions such as accounting, operations, and research.

Textbooks:

Solomon, M, Hughes, A., Chitty, B., Fripp, G., Marshall, G. and Stuart, E. (2011) Marketing (Aus): Real People, Real Choices, 2e, Pearson Australia.

Greenland, S., Bainbridge, J., Galloway, C., and Gill, R. (2012) Strategic Communications: Cases in Marketing, Public Relations, Advertising & Media, Pearson Australia.

Recommended Reading:

Boone, L E and Kertz, D L 2006, Contemporary Marketing, Thompson, Mason, Ohio.

Dann, S & Dann, S 2001, Strategic internet marketing, Wiley, Milton.

Kotler, P, Brown, L, Adam, S & Armstrong, G 2007, Marketing, 7th edn, Pearson/Prentice Hall, Sydney.

Meldrum, M & McDonald, M 1995, Key marketing concepts, McMillan Press, Basingstoke.

Pride, W et al 2007, Marketing: 2nd Asia-Pacific edition, Wiley, Milton.

Quester, P et al 2007, Marketing: creating and delivering value, 5th edn, McGraw-Hill, Sydney.

Rix, P 2007, Marketing: a practical approach, 6th edn

Other supporting material will be prescribed as appropriate, in lectures. It is expected that extensive use will be made of the large collection of relevant material in the Swinburne library, including books, databases, videos, and current journals.