The University of Newcastle, Australia
Available in 2020
Course code



10 units


1000 level

Course handbook


To achieve business success requires constant review of marketing strategies and maintenance of marketing knowledge. Foundations of Marketing introduces the foundational concepts/frameworks in marketing and develops both strategic and short-term marketing and planning perspectives. Topics include the marketing environment, market segmentation, new product development and the marketing mix, as well as mix interactions, strategies, implementations and controls. This course develops communication and team processes which are valued attributes within marketing environments.

Availability2020 Course Timetables


  • Semester 1 - 2020

Newcastle City Precinct

  • Semester 1 - 2020
  • Semester 2 - 2020

PSB Singapore

  • Trimester 2 - 2020 (Singapore)
  • Trimester 3 - 2020 (Singapore)

Learning outcomes

On successful completion of the course students will be able to:

1. Evaluate the key concepts and principles of marketing in an applied setting

2. Critically evaluate the components of the marketing mix using marketing theory and frameworks

3. Conduct a current Situation Analysis of a company/product/brand

4. Create a written report suitable for a business audience

5. Access, analyse, evaluate and synthesise information appropriate for marketing activities

6. Work collaboratively to challenge and develop ideas, and to communicate outcomes


The topics in this course include the following:

  1. Key Marketing Concepts
  2. Consumer Behaviour
  3. Market Segmentation, Targeting and Positioning
  4. Products, Services and Brands
  5. New Products and Price
  6. Place - Distribution
  7. Integrated Marketing Communications
  8. Micro and Macro Environment
  9. Market Research
  10. SWOT Analysis
  11. The Augmented Marketing Process


This course replaces MKTG2100. If you have successfully completed MKTG2100, you cannot enrol in this course.

Assessment items

Quiz: Multiple-choice quiz

Written Assignment: Marketing Report

Written Assignment: Group Situation Analysis

Formal Examination: Formal exam

Contact hours

Ourimbah, Newcastle City Precinct and PSB Singapore

Integrated Learning Session

Face to Face On Campus 2 hour(s) per Week for Full Term

Students are expected to complete 4 hours of guided learning via online preparation, lectures, interactive workshops, tutorials, discussion groups or self-directed learning and an additional 6 hours of independent study per week.