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MKTG71-600: Marketing Fundamentals


An introduction to the essentials of marketing critical to managing profitable customer relationships in today’s dynamic 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. The primary aim of this subject is to foster a customer-centric orientation and a marketing mindset when addressing business issues.

Subject details

Code: MKTG71-600
Study areas:
  • Business, Commerce, and Entrepreneurship

Learning outcomes

  1. Demonstrate knowledge of fundamental marketing concepts.
  2. Apply fundamental marketing concepts to critically evaluate a marketing problem.
  3. Demonstrate leadership, initiative and teamwork through participation in a group assignment that applies the fundamental concepts of marketing to critically evaluate a marketing problem.
  4. Demonstrate effective oral communication skills by presenting a short overview of an assigned marketing topic.
  5. Demonstrate effective written communication skills by providing a concise reflection of your learning experience this semester.
  6. Reflect on their personal learning experience to extract and evaluate insights related to group work and technical aspects of marketing management.

Enrolment requirements



Assumed knowledge:

Assumed knowledge is the minimum level of knowledge of a subject area that students are assumed to have acquired through previous study. It is the responsibility of students to ensure they meet the assumed knowledge expectations of the subject. Students who do not possess this prior knowledge are strongly recommended against enrolling and do so at their own risk. No concessions will be made for students’ lack of prior knowledge.