 
EDITH COWAN UNIVERSITY 
MKT1600: Marketing Principles and Practices 
Comprehensive Revision Guide and Course Notes 2026 
 
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Edith Cowan University - MKT1600: Marketing Principles and Practices

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ACADEMIC YEAR 2025 - 2026

University	Edith Cowan University
Unit Code	MKT1600
Unit Name	Marketing Principles and Practices
Notes Title	Comprehensive Revision Guide and Course Notes
Format	PDF
Page Length	128

This study aid for MKT1600: Marketing Principles and Practices at Edith Cowan University gives a clear, concise summary of the unit’s core ideas and the essentials you need to understand and apply them. Key concepts and principles are explained step by step, not just listed, so you can see how they work in practice. Use it as a quick reference in revision or to build understanding topic by topic.

This unit introduces students to the core principles and concepts of marketing thought, practice, and research. Students will engage with academic theory and real-world application through the understanding and implementation of fundamental marketing tools and knowledge. The unit’s focus is on understanding how organisations can create, manage and capture customer value through various tactical and strategic marketing decisions. Throughout the unit, students will be exposed to aspects of marketing such as consumer behaviour, segmentation, targeting and positioning, market research, new product development, branding, distribution, pricing and marketing communication. This unit will give students a thorough and grounded understanding of marketing and its key elements. The unit will also introduce students to marketing's role in sustainability and ethics.

✔ On completion of this unit students should be able to:

Explain how marketing principles influence the strategies and tactics of diverse organisations, and contribute toward different perspectives in local, national, and international markets.
Analyse how value is created for customers, organisations and society through the application of relevant marketing principles and practices.
Illustrate how marketing practitioners creatively employ marketing tools and techniques to build brand equity in contemporary organisations.
Generate innovative ideas to enhance existing products and services offered by organisations.

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ECF1120	Principles of Finance
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LAW1100	Introduction to Business Law
LAW2410	Income Tax Framework II
MAN1100	Management
MAT1114	Introductory Statistics
MAT2110	Applied Statistics
SBL1200	Accounting and Finance Essentials
SBL1400	Introduction to Business Analytics

Updated for 2026

Edith Cowan University - MKT1600: Marketing Principles and Practices

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