Foundations of Marketing Theory

Course code GSBS6010Units 10Level 6000Faculty of Business and LawNewcastle Business School

Marketing functions, activities and processes that deliver value to customers help create sustainable competitive advantage for organisations. Foundations of Marketing Theory examines how to undertake marketing, addressing key issues such as market definition, segmentation, targeting and positioning, marketing research, product and brand offerings, pricing strategy, distribution channels and marketing communications. The application of the theories, concepts and practices of modern marketing is investigated utilising both national and international case studies, as well as through individual and group assessments.

Not available in 2015

ObjectivesOn successful completion of this course, students will be able to:
1. Demonstrate a comprehensive understanding of the role of marketing within the organisation;
2. Examine and apply a strategic approach to marketing issues and decisions;
3. Apply marketing theories to analyse and solve marketing problems;
4. Engage in independent and collaborative work processes;
5. Effectively communicate marketing knowledge in oral and written contexts.
ContentThe course looks at all aspects of marketing, starting with the nature of marketing, its role in organisations, its role in business strategy, a strategic planning framework, understanding consumer behaviour in both consumer and business markets, market segmentation, targeting and positioning, the importance of competitive advantage, market research and the marketing environment, distribution, product, pricing and promotional decisions.
Replacing Course(s)NA
Industrial Experience0
Assumed KnowledgeNo prior knowledge of marketing theory is necessary however it is expected that students have the required academic skills in information collection, evaluation, compilation and presentation.
Modes of DeliveryExternal Mode
Flexible Delivery / Student Centred Learning
Internal Mode
Teaching MethodsCase Study
Problem Based Learning
Student Projects
Assessment Items
Essays / Written AssignmentsEssay, report
Examination: Formal
Case Scenario/PBL exercisesGroup
ProjectsMarketing plan
Contact HoursLecture: for 3 hour(s) per Week for 12 weeks