This is an introductory course that examines marketing as both an activity concerned with managing specific variables related to the marketing mix and as a philosophy, guided by a consumer-orientation.

You will be encouraged to be an active learner throughout this course by evaluating customer needs and expectations and how that may affect marketing strategy for a particular business, product or service.


Course coordinator

Associate Professor Michael Schwartz - School of Economics, Finance and Marketing

Learning outcomes

On successful completion of this course, you will be able to:

  • Evaluate and synthesise information of customer needs and expectations from various sources and experiences;
  • Compare and contrast the market segmentation and positioning strategy from both theorist and practitioner perspectives to critically appreciate the benefits;
  • Use marketing mix tools to analyse marketing situation and position products for maximum competitive advantage in the marketplace;
  • Demonstrate an awareness of ethical, social and cultural issues within a marketing context and their importance in the exercise of professional skills and responsibilities; and
  • Develop multiple management skills including critical thinking, working in a group environment, oral and written presentation skills to be successful in marketing management positions.


Assessment for this course will occur at various times across the seven-week teaching period. In most cases, assessment should follow a similar structure to the below:

  • A short assessment may occur in the first couple of weeks, driven mostly by peer-assessment or objective feedback as is the case of a survey quiz or contribution to discussion.
  • Assessments that occur mid-study period (approximately week 2 to 5) will have a highly formative purpose, like an extended case study or a scenario role play. These are intended to provide an indication of performance and occur at this time to enable positive changes to future performance.
  • Final assessments are usually summative, and generally draw the course's threshold concepts together. Your previous assessments will have directly prepared you for a summative-style assessment.

Rich, online feedback will be provided to you throughout the teaching period on practical exercises and by individual consultation, ideally within five business days.

Please note, unit structure and content are subject to change. Contact your RMIT Student Enrolment Advisor on 1300 701 171 for more information based on your particular circumstances.