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HE Unit Template
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Introduction to Marketing
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BUMKT1200 - Introduction to Marketing
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20250200
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Course
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1.7
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2026-06-16
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2026-06-16
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Business
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Institute of Innovation, Science & Sustainability
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Business
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Undergraduate
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15
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.125
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080505
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Marketing
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<a href="http://www.federation.edu.au/locate/unit/bumkt1200">080505 - Marketing</a>
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Graded (e.g. HD, D, C, etc)
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7
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Bachelor Degree
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Introductory
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1
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<p>This unit introduces students to the basic principles and practices of marketing. On completion of this unit, students should be able to understand the marketing environment and how consumers behave in it. Students will also be exposed to ethical issues in marketing, the foundations of marketing research and the marketing mix. Students will have the opportunity to explore areas such as product development, distribution, pricing concepts and promotion. Bringing these elements together, students will learn about the importance of marketing strategy and planning. This unit provides the foundation knowledge and skills for all other marketing units.</p>
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<p>Topics may include:<br>
1. Overview of Marketing<br>
2. Analysing the Marketing Environment<br>
3. Analysing of Consumer Behaviour<br>
4. Segmentation, Targeting and Positioning<br>
5. Marketing Research<br>
6. Ethics, Sustainability and CSR<br>
7. Product Strategy<br>
8. Services Strategy<br>
9. Price Strategy<br>
10. Place Strategy<br>
11. Promotion Strategy<br>
12. The Future of Marketing</p>
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<p>Where supplementary assessment is available a student must have failed overall in the Unit but gained a final mark of 45 per cent or above, has completed all major assessment tasks (including all sub-components where a task has multiple parts) as specified in the Unit Description and is not eligible for any other form of supplementary assessment.</p>
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2026
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2026
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BUMKT1200 - Introduction to Marketing
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Semester
Semester 1
Semester 2
Summer Semester
Year
2026
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Overview
Key information
Requisites
Learning outcomes
Assessment
FedTASK
Parent Region
Overview
Unit description
<p>This unit introduces students to the basic principles and practices of marketing. On completion of this unit, students should be able to understand the marketing environment and how consumers behave in it. Students will also be exposed to ethical issues in marketing, the foundations of marketing research and the marketing mix. Students will have the opportunity to explore areas such as product development, distribution, pricing concepts and promotion. Bringing these elements together, students will learn about the importance of marketing strategy and planning. This unit provides the foundation knowledge and skills for all other marketing units.</p>
Unit content
<p>Topics may include:<br> 1. Overview of Marketing<br> 2. Analysing the Marketing Environment<br> 3. Analysing of Consumer Behaviour<br> 4. Segmentation, Targeting and Positioning<br> 5. Marketing Research<br> 6. Ethics, Sustainability and CSR<br> 7. Product Strategy<br> 8. Services Strategy<br> 9. Price Strategy<br> 10. Place Strategy<br> 11. Promotion Strategy<br> 12. The Future of Marketing</p>
Key information
Institute / school:
Institute of Innovation, Science & Sustainability
Discipline:
Business
Study level:
Undergraduate
Credit points:
15
EFTSL:
0.125
Field of education:
<a href="http://www.federation.edu.au/locate/unit/bumkt1200">080505 - Marketing</a>
Offering:
<p><strong>Northern Hemisphere Semester 1</strong><p>Shenzhen Polytechnic (HE Partner)</p></p> <p><strong>Semester 2</strong><p>Ballarat - Mt Helen (On Campus)</p><p>Berwick (On Campus)</p><p>Gippsland - Churchill (On Campus)</p><p>Melbourne City Campus (On Campus)</p><p>On-line Learning (Online)</p></p> <p><strong>Summer Semester</strong><p>Melbourne City Campus (On Campus)</p></p>
Grade scheme:
Graded (e.g. HD, D, C, etc)
Placement component:
No
Requisites
Prerequisite
None
Corequisite
None
Exclusion
<p>must not have completed 1 of "<a href="/ords/r/dev/fed_occ/course?p6_code=BUMKT1501" target="_blank">BUMKT1501</a>" / "SPMAN1002"</p>
Learning outcomes
Learning outcomes
<p>On successful completion of this unit, students are expected to gain the following [K]nowledge, [S]kills and [A]pplication of knowledge & skills</p>
Learning Outcomes
Ref
Outcome
K1
<p>Examine marketing and its role in society</p>
K2
<p>Identify the principles that underpin marketing</p>
K3
<p>Determine the variety of marketing activities necessary to fulfil the marketing management process</p>
K4
<p>Recognise the principles underlying the development of marketing strategies</p>
K5
<p>Compare elements of the marketing mix in a variety of markets</p>
S1
<p>Identify, obtain, and analyse information through researching and interpreting the fundamental concepts and processes of marketing</p>
S2
<p>Exercise judgment to recommend appropriate solutions for routine marketing tasks</p>
S3
<p>Select appropriate methods and tools for investigating the implementation of marketing strategies</p>
S4
<p>Express knowledge regarding marketing ideas to others via written and/or oral communication</p>
A1
<p>Transfer and apply marketing theory in straightforward marketing contexts</p>
A2
<p>Use initiative and judgement to organise the work of self and/or others to interpret a marketing situation</p>
Assessment
Learning Tasks and Assessment
Ref
Learning task
Assessment type
Weighting
Learning outcomes assessed
1
<p>Demonstrate knowledge of the unit material</p>
<p>Test</p>
<p>10-20%</p>
K1, K2, K4, S2, A1
2
<p>Interpret a marketing situation through a report and/or presentation</p>
<p>Report and/or Presentation</p>
<p>30-50%</p>
K3, K4, S1, S2, S3, S4, A1, A2
3
<p>Demonstrate knowledge and skills gained in the unit by applying them to different marketing situations</p>
<p>Final Summative Assessment</p>
<p>40-50%</p>
K1, K2, K4, K5, S2, S3, A1
Supplementary assessment available:
Yes
Supplimentary assessment information:
<p>Where supplementary assessment is available a student must have failed overall in the Unit but gained a final mark of 45 per cent or above, has completed all major assessment tasks (including all sub-components where a task has multiple parts) as specified in the Unit Description and is not eligible for any other form of supplementary assessment.</p>
FedTASK
FedTASK
<p>Federation University recognises that students require key transferable employability skills to prepare them for their future workplace and society. FedTASKs (<strong>T</strong>ransferable <strong>A</strong>ttributes <strong>S</strong>kills and <strong>K</strong>nowledge) provide a targeted focus on five key, transferable Attributes, Skills, and Knowledge that are embedded within curriculum, developed gradually towards successful measures and interlinked with cross-discipline and co-operative learning opportunities.</p>
FedTASK
Description of FedTASK outcome
Level
FedTASK 1: Interpersonal
The ability to effectively communicate, interact and work with others both individually and in groups.
<p>Level 1 - Students require directions and boundaries from mentor</p>
FedTASK 2: Leadership
The ability to apply professional skills and behaviours in leading others.
FedTASK 3: Critical Thinking and Creativity
The ability to work in complexity and ambiguity using imagination to create new ideas.
<p>Level 2 - Student demonstrates some independence within provided guidelines</p>
FedTASK 4: Digital Literacy
The ability to work fluently across a range of tools and applications to achieve a range of skills.
<p>Level 1 - Students require directions and boundaries from mentor</p>
FedTASK 5: Sustainable and Ethical Mindset
The ability to consider and assess the consequences and impact of ideas and actions in enacting ethical and sustainable decisions.
Key information
Institute / school:
Institute of Innovation, Science & Sustainability
Discipline:
Business
Study level:
Undergraduate
Credit points:
15
EFTSL:
0.125
Field of education:
<a href="http://www.federation.edu.au/locate/unit/bumkt1200">080505 - Marketing</a>
Offering:
<p><strong>Northern Hemisphere Semester 1</strong><p>Shenzhen Polytechnic (HE Partner)</p></p> <p><strong>Semester 2</strong><p>Ballarat - Mt Helen (On Campus)</p><p>Berwick (On Campus)</p><p>Gippsland - Churchill (On Campus)</p><p>Melbourne City Campus (On Campus)</p><p>On-line Learning (Online)</p></p> <p><strong>Summer Semester</strong><p>Melbourne City Campus (On Campus)</p></p>
Grade scheme:
Graded (e.g. HD, D, C, etc)
Placement component:
No
Disclaimer
<em>Information in the Federation Handbook is correct at the time of publication. The University reserves the right to alter any course, unit, procedure or fee.</em>
Additional information
Add Info Static Text
Internal reference: BUMKT1200 - U1.7