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MKTG71-600: Marketing Fundamentals September 2017 [Standard]

General information

Marketing Fundamentals introduces you to the essentials of marketing (key concepts, methods of analysis, strategies and tactics) critical to managing profitable customer relationships in today’s dynamic, chaotic, fragmented and connected environment. You will learn how to acquire and retain the right customers through the application of consumer behaviour, market research, market segmentation, targeting, positioning, and customer relationship management. At a time when customer discretionary spending is scarce, competition is at an all time high, and customer data are literally exploding, marketers are under immense pressure to demonstrate a quantifiable return on marketing expenditure and effort. The challenge for marketers is to make sense of immense customer data and develop actionable strategies informed by customer information and behaviour. The end goal of this subject is not to simply develop a conceptual understanding of marketing but to imbibe a customer-centric orientation and a marketing mindset when addressing business issues.


Academic unit:Bond Business School
Subject code:MKTG71-600
Subject title:Marketing Fundamentals
Subject level:Postgraduate
Semester/Year:September 2017
Credit points:10

Delivery & attendance

Delivery mode:


Workload items:
  • Seminar: x12 (Total hours: 36) - Seminar 1
  • Personal Study Hours: x12 (Total hours: 84) - Study time and reviewing materials
Attendance and learning activities: This subject meets once a week for three hours for 12 weeks.


Prescribed resources:
  • Charles W. Lamb,Joseph F Hair,Carl McDaniel,Jane Summers,Michael Gardiner MKTG 3. South Melbourne: Cengage , 315.
After enrolment, students can check the Books and Tools area in iLearn for the full Resource List.
[email protected] & Email:[email protected] is the online learning environment at Bond University and is used to provide access to subject materials, lecture recordings and detailed subject information regarding the subject curriculum, assessment and timing. Both iLearn and the Student Email facility are used to provide important subject notifications. Additionally, official correspondence from the University will be forwarded to students’ Bond email account and must be monitored by the student.

To access these services, log on to the Student Portal from the Bond University website as

Enrolment requirements

Requisites: ?


Restrictions: ?


Assurance of learning

Assurance of Learning means that universities take responsibility for creating, monitoring and updating curriculum, teaching and assessment so that students graduate with the knowledge, skills and attributes they need for employability and/or further study.

At Bond University, we carefully develop subject and program outcomes to ensure that student learning in each subject contributes to the whole student experience. Students are encouraged to carefully read and consider subject and program outcomes as combined elements.

Program Learning Outcomes (PLOs)

Program Learning Outcomes provide a broad and measurable set of standards that incorporate a range of knowledge and skills that will be achieved on completion of the program. If you are undertaking this subject as part of a degree program, you should refer to the relevant degree program outcomes and graduate attributes as they relate to this subject.

Find your program

Subject Learning Outcomes (SLOs)

On successful completion of this subject the learner will be able to:
  1. Students will demonstrate their knowledge of marketing concepts and exercise their critical thinking ability in assessing and applying the fundamental concepts of marketing.
  2. Students will demonstrate leadership, initiative and teamwork through participation in group assignments.
  3. Students will demonstrate effective oral and written communication skills required of marketing professionals. These will be assessed through in-class presentations, project reports, and exams.


Assessment details

TypeTask%Timing*Outcomes assessed
*Class Participation Class Participation 10% Ongoing 1, 3.
Paper-based Examination (Closed) Mid-semester Examination: The mid term exam will be held during class time in Week 7 and will include topics and material covered in class up to and including week 6. 25% Mid-Semester Examination Period 1, 3.
Project Report § Group Project: See iLearn for the details of the group project. 20% Week 12 2, 3.
Presentation § Group Project Presentation: See iLearn for the details of the presentation. 10% Week 12 2, 3.
Paper-based Examination (Closed) Final Examination: The final exam will include topics and material covered across the whole semester. 35% Final Examination Period 1, 3.
  • § Indicates group/teamwork-based assessment
  • * Assessment timing is indicative of the week that the assessment is due or begins (where conducted over multiple weeks), and is based on the standard University academic calendar
  • C = Students must reach a level of competency to successfully complete this assessment.

Assessment criteria

High Distinction 85-100 Outstanding or exemplary performance in the following areas: interpretative ability; intellectual initiative in response to questions; mastery of the skills required by the subject, general levels of knowledge and analytic ability or clear thinking.
Distinction 75-84 Usually awarded to students whose performance goes well beyond the minimum requirements set for tasks required in assessment, and who perform well in most of the above areas.
Credit 65-74 Usually awarded to students whose performance is considered to go beyond the minimum requirements for work set for assessment. Assessable work is typically characterised by a strong performance in some of the capacities listed above.
Pass 50-64 Usually awarded to students whose performance meets the requirements set for work provided for assessment.
Fail 0-49 Usually awarded to students whose performance is not considered to meet the minimum requirements set for particular tasks. The fail grade may be a result of insufficient preparation, of inattention to assignment guidelines or lack of academic ability. A frequent cause of failure is lack of attention to subject or assignment guidelines.

Quality assurance

For the purposes of quality assurance, Bond University conducts an evaluation process to measure and document student assessment as evidence of the extent to which program and subject learning outcomes are achieved. Some examples of student work will be retained for potential research and quality auditing purposes only. Any student work used will be treated confidentially and no student grades will be affected.

Study information

Submission procedures

Students must check the [email protected] subject site for detailed assessment information and submission procedures.

Policy on late submission and extensions

A late penalty will be applied to all overdue assessment tasks unless an extension is granted by the subject coordinator. The standard penalty will be 10% of marks awarded to that assessment per day late with no assessment to be accepted seven days after the due date. Where a student is granted an extension, the penalty of 10% per day late starts from the new due date.

Policy on plagiarism

University’s Academic Integrity Policy defines plagiarism as the act of misrepresenting as one’s own original work: another’s ideas, interpretations, words, or creative works; and/or one’s own previous ideas, interpretations, words, or creative work without acknowledging that it was used previously (i.e., self-plagiarism). The University considers the act of plagiarising to be a breach of the Student Conduct Code and, therefore, subject to the Discipline Regulations which provide for a range of penalties including the reduction of marks or grades, fines and suspension from the University.

Bond University utilises Originality Reporting software to inform academic integrity.

Feedback on assessment

Feedback on assessment will be provided to students within two weeks of the assessment submission due date, as per the Assessment Policy.

Disability support

If you have a disability, illness, injury or health condition that impacts your capacity to complete studies, exams or assessment tasks, it is important you let us know your special requirements, early in the semester. Students will need to make an application for support and submit it with recent, comprehensive documentation at an appointment with a Disability Officer. Students with a disability are encouraged to contact the Disability Office at the earliest possible time, to meet staff and learn about the services available to meet your specific needs. Please note that late notification or failure to disclose your disability can be to your disadvantage as the University cannot guarantee support under such circumstances.

Subject curriculum

Chapter 1, Reading: How to be a more coherent marketer?


Chapter 2, Reading: Customer Value Creation


Chapter 4, Reading: The Consumer Decision Journey


Chapter 6, Chapter 7


Chapter 10, Reading: The Social Life of Brands


Mid Semester Exam

1, 3.

Chapter 12, Chapter 13, Reading: Demystifying Social Media


Chapter 15, Reading: How Consumer Companies Can Win in Emerging Markets

Approved on: Jul 19, 2017. Edition: 4.2