SWINBURNE UNIVERSITY OF TECHNOLOGY

MKT10009: Marketing and the Consumer Experience

Comprehensive Revision Guide and Course Notes 2026

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(Swinburne) MKT10009: Marketing and the Consumer Experience

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ACADEMIC YEAR 2025 - 2026

University	Swinburne University of Technology
Unit Code	MKT10009
Unit Name	Marketing and the Consumer Experience
Notes Title	Comprehensive Revision Guide and Course Notes
Page Length	129

A comprehensive and easy-to-understand set of notes for MKT10009: Marketing and the Consumer Experience at Swinburne University of Technology that guides you through all the core topics. This clear resource gives concise summaries of key concepts, simple examples, and the main points you need to understand and apply. Everything is explained in straightforward language so you can follow it quickly. Use it throughout the semester as a quick reference or to review each topic, helping you stay organised, build confidence, and keep on top of the unit.

This unit aims to introduce key marketing concepts and their application to modern business. Understanding the role of marketing will aid understanding the interconnections it has with other business disciplines, as well as providing a strong philosophical foundation for further studies in marketing. In addition, this unit provides students with the opportunity to develop generic skills. The unit provides students with a series of learning opportunities designed to explore basic business and Marketing concepts from a variety of viewpoints including theoretical and applied perspectives.

✔ Students who successfully complete this unit will be able to:

Demonstrate a broad understanding of the major conceptual and theoretical principles upon which the practice of marketing is based
Demonstrate a general understanding of marketing management tasks and of how marketing fits into and interacts with other business functions within an organisation
Use research information and apply marketing concepts and principles to propose ethical, creative solutions to a range of marketing related problems that arise in business contexts
Work and communicate effectively as an individual or in teams

✔ Main topics covered:

An overview of marketing
The marketing environment
Buyer behaviour
Segmentation, targeting and positioning
Marketing information and research
Branding
Goods and services
Marketing channels and logistics decisions
Integrated marketing communications
Pricing
Marketing ethics

UNIT CODE	UNIT NAME
ACC10007	Financial Information for Decision Making
ACC10008	Financial Information Systems
ACC20007	Management Accounting for Planning and Control
ACC20013	Company Accounting
ACC20021	Management Accounting and Business Intelligence
ACC30005	Taxation
ECO10005	Economics for Business Decision Making
ECO20003	Managerial Economics and Strategy
ECO20004	Macroeconomic Policy
FIN10002	Financial Statistics
FIN20014	Financial Management
LAW20019	Law of Commerce
MGT10001	Introduction to Management
MGT10009	Contemporary Management Principles
MKT10008	Marketing Principles and Practices
MKT10009	Marketing and the Consumer Experience
STA10003	Foundations of Statistics

TOVO.

(Swinburne) MKT10009: Marketing and the Consumer Experience

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