MKT101 Principles of Marketing
Unit Code
MKT101
Level
Undergraduate
Campus
Brisbane | Sydney
Prerequisites
None
Credit Points
10
Overview
Principles of Marketing provides an introduction to marketing through an examination of consumer behaviour, marketing research, product planning, promotion planning including the use of digital media, distribution planning, product and service pricing. The subject covers the key theories, concepts, issues and practices of marketing. It explores basic marketing concepts in the context of contemporary business environments focusing on how marketing decisions are developed. The assessment in the subject provides an opportunity for students to understand the strategic marketing planning process by assessing the application of the marketing mix elements: product, price, place and promotion. The subject is designed to encourage the application of marketing theories to real life brands and marketing situations.
Associated Degrees
Bachelor of Business (Information Systems)
Bachelor of Business (Marketing)
Duration | AQF Level
One Semester | Level 7
Core or elective Subject
☒ core subject
☐ elective subject
Study Modes
√ Face to face on site
√ Full-time
√ Part-time
Learning Outcomes
- Discuss the meaning and relevance of key marketing concepts for an organisation.
- Identify and discuss the marketing environments of a business and their influences on marketing decisions.
- Profile a company’s target market and identify the unique behaviour of consumers forming this segment.
- Apply key marketing principles to a given market situation.
- Communicate marketing knowledge effectively.
Assessment
AIIHE uses a variety of assessment tools to guide and assess each student’s achievement of their learning outcomes. In this subject there will be in–class activities intended to support you to engage in and reflect on your learning journey and understanding of the subject. You will also undertake assessment tasks related to your skills development, your effective engagement in group work and delivery of collaborative outcomes, including a written report and an oral presentation.
Summary of Assessment
- Students must attempt all assessment tasks, and at least a mark of 50% in total, to pass this subject.
- Assessment in this subject is consistent with and informed by the AIIHE Assessment Policy and Procedure.
| Assessment Task | Due Date | Weighting |
|---|---|---|
| Assessment 1: In-Class Self Reflection of lecture (10 Classes) |  Week 3 - 12 | 15% |
| Assessment 2: Individual Essay | Week 5 | 20% |
| Assessment 3: Group Presentation | Week 9 | 25% |
| Assessment 4: Final Exam | Week 13 | 40% |
Learning Resources
AIIHE will update the topic coverage of the subject and the available relevant learning resources at the time of subject delivery. In the interim, AIIHE provides the following indicative list of relevant reference material. AIIHE also subscribes to eLearning Resources through the Canvas portal, and where relevant material is available, AIIHE will seek to source reference material from this system for staff and student access.
Prescribed text
- Armstrong, G., Denize, S., Volkov, M., Adam, S., Kotler, P., Ang, S.H., Love, A., Doherty, S. & van Esch, P. (2025) Principles of Marketing. Pearson Australia.
Texts and References
- Bruhn, M. (2025) Principles of Marketing. Springer Books.
Recommended Reading
- Kumar, V. & Kotler, P. (2024) Transformative Marketing: Combining New Age Technologies and Human Insights. Palgrave Macmillan.
- Kotler, P., Keller, K.L., Ang, S.H., Tan, C.T. & Leong, S.M. (2022) Marketing Management: An Asian Perspective. Pearson.