Course Title: Marketing Principles

Part A: Course Overview

Course Title: Marketing Principles

Credit Points: 12

Course Code




Learning Mode

Teaching Period(s)


City Campus


625H Economics, Finance and Marketing


Sem 1 2006,
Sem 2 2006,
Sem 1 2007,
Sem 2 2007,
Sem 1 2008,
Sem 2 2008,
Sem 1 2009,
Sem 2 2009,
Sem 1 2010,
Sem 2 2010,
Sem 1 2011,
Sem 2 2011,
Sem 1 2012,
Sem 2 2012,
Sem 1 2013,
Sem 2 2013,
Sem 1 2014,
Sem 2 2014,
Sem 1 2015,
Sem 2 2015,
Sem 1 2016,
Sem 2 2016,
Sem 1 2017


Kolej Metropolitan


625H Economics, Finance and Marketing


Offsh 1 09,
Offsh 3 09


Singapore Inst of Management


625H Economics, Finance and Marketing


Offsh 1 09,
Offsh 3 09,
Offsh 1 10,
Offsh 3 10,
Offsh 1 11,
Offsh 3 11,
Offsh1 12,
Offsh3 12,
Offsh1 13,
Offsh2 13,
Offsh3 13,
Offsh1 14,
Offsh3 14,
Offsh1 15,
Offsh3 15,
Offsh1 16,
Offsh3 16,
Offsh1 17


RMIT University Vietnam


625H Economics, Finance and Marketing


Viet2 2007,
Viet3 2007,
Viet1 2008,
Viet2 2008,
Viet3 2008,
Viet1 2009,
Viet2 2009,
Viet3 2009,
Viet1 2010,
Viet2 2010,
Viet3 2010,
Viet1 2011,
Viet2 2011,
Viet3 2011,
Viet1 2012,
Viet2 2012,
Viet3 2012,
Viet1 2013,
Viet2 2013,
Viet3 2013,
Viet1 2014,
Viet2 2014,
Viet3 2014,
Viet1 2015,
Viet2 2015,
Viet3 2015,
Viet1 2016,
Viet2 2016,
Viet3 2016,
Viet1 2017

Course Coordinator: Raju Mulye

Course Coordinator Phone: +61 3 9925 5561

Course Coordinator Email:

Pre-requisite Courses and Assumed Knowledge and Capabilities


Course Description

Marketing Principles is an introductory course and provides an overview of the marketing process, its underpinning concepts, and the practical tools used by marketers to implement marketing strategies and campaigns. Through lectures, tutorials and assessment tasks you will explore the theory and practice of marketing through real world applications. You will also review the importance of marketing to future business viability and how each person in an organisation can make a contribution to the marketing process.
Marketing Principles offers insights into the field of marketing, putting into context the role of marketing in an organisation, and how you may interface with marketing in your role.

Objectives/Learning Outcomes/Capability Development


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

  1. Examine the underlying philosophy of the marketing concept, its role as a business function and its relationship with other business functions
  2. Identify and analyse the impact of key trends in the external and internal environments on marketing-related activities of organisations
  3. Analyse the marketing process and determine how various elements of the marketing mix work together to put the right product in the right place in a professional context
  4. Develop effective marketing strategies to achieve organisational objectives

Overview of Learning Activities

Marketing Principles is designed to offer you insights into both the theoretical and practical applications of marketing.

In this course you will be encouraged to be an active learner. Your learning will be supported through various in-class and online activities comprising individual and group work. These may include quizzes; assignments; prescribed readings; sourcing, researching and analysing specific information; solving problems; conducting presentations; producing written work and collaborating with peers on set tasks or projects.

Lectures will introduce you to the key concepts and issues within each topic area, by explaining the concept, providing a theoretical context and most importantly, through the use of examples, showing the application of the concept to real industry experience.

Tutorials may be offered to provide clarification and guidance on completing the various assessment tasks and addressing questions related to the topic of the week. You are encouraged to share their opinions and examples via class discussion.

Overview of Learning Resources

Various learning resources are available online through MyRMIT Studies\Blackboard. In addition to topic notes; assessment details and a study schedule you may also be provided with links to relevant online information; readings; audio and video clips and communication tools to facilitate collaboration with your peers and to share information.

Resources are also available online through RMIT Library databases and other facilities. If you require assistance with the RMIT library facilities contact the Business Liaison Librarian for your school. Contact details for Business Liaison Librarians are located online on the RMIT library website.

Additional resources and/or sources to assist your learning will be identified by your course coordinator will be made available to you as required during the teaching period.

Overview of Assessment

The assessment tasks, their weighting and the course learning outcomes to which they are aligned are as follows:

Assessment Task 1: 25%
Linked CLOs: 1, 2
Assessment Task 2: 25%
Linked CLOs: 2, 3, 4
Final Examination: 50%
Linked CLOs: 1, 2, 3, 4

Feedback will be provided throughout the semester in class and/or in online forums through individual and group feedback on practical exercises and by individual consultation.