The University of Newcastle, Australia
Available in 2019
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.

Availability2019 Course Timetables

PSB Singapore

  • Trimester 2 - 2019 (Singapore)


  • Semester 1 - 2019

Newcastle City Precinct

  • Semester 1 - 2019
  • Semester 2 - 2019

Replacing course(s)

This course replaces the following course(s): MKTG2100. Students who have successfully completed MKTG2100 are not eligible to enrol in MKTG1001.

Learning outcomes

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

1. Examine and discuss the key concepts and principles of marketing

2. Identify and explain the main factors involved in understanding the marketplace

3. Demonstrate an integrative understanding of the steps involved in marketing planning

4. Analyse the components of the marketing mix

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

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


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.