 
SWINBURNE UNIVERSITY OF TECHNOLOGY 
MKT10008: Marketing Principles and Practices 
Comprehensive Revision Guide and Course Notes 2026 
 
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MKT10008: Marketing Principles and Practices

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ACADEMIC YEAR 2025 - 2026

University	Swinburne University of Technology
Unit Code	MKT10008
Unit Name	Marketing Principles and Practices
Notes Title	Comprehensive Revision Guide and Course Notes
Page Length	128

This comprehensive revision guide for MKT10008: Marketing Principles and Practices at Swinburne University of Technology provides students with the essential tools required to excel in the unit. The guide covers all topics with clear explanations, illustrations, and worked examples that foster a deeper understanding and application of key concepts. Organised logically, these notes emphasise important theories and methods, including practical examples that demonstrate how to apply them effectively. Updated to reflect current learning objectives, the guide equips you with the necessary skills and knowledge to succeed in this unit.

The aim of this unit is to introduce students to the importance of marketing for business success. Students will explore marketing principles, concepts and practice and how these contribute to the development of effective marketing strategies and plans. Students will learn about the importance of using market research in understanding the business environment, identifying opportunities and how this influences marketing decisions.

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

Explain marketing concepts and principles for the development of marketing goals and plans
Conduct market research and analysis to support business strategy and development of marketing plans
Analyse environmental factors, consumer behaviour and market segmentation to achieve better business outcomes
Respond to sustainability, social impact and ethical considerations when making operational marketing decisions

✔ Main topics covered:

Foundations of marketing
Environmental factors affecting an organisation
Market research
Segmentation
Buyer behaviour
The marketing mix
Marketing planning
Business ethics and sustainability

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

MKT10008: Marketing Principles and Practices

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