MBA704 - Marketing, Consumers, and the Marketplace


2024 unit information

Enrolment modes: Trimester 1: Online
Trimester 3: Online
Credit point(s): 1
EFTSL value: 0.125
Cohort rule:

This unit is only available to students enrolled in M701, M501, M543, M601, M703 and M743

Previously: Marketing, Positioning and Consumers


Corequisite: Nil
Incompatible with: MBA720, MBT720, MMK732, MMT732, MPR732
Study commitment

Students will on average spend 150 hours over the teaching period undertaking the teaching, learning and assessment activities for this unit.

This will include educator guided online learning activities within the unit site.

Scheduled learning activities - online

Trimester 1: 1 x 3 hour online seminar (recordings provided) each week.

*Trimester 3: 3 x 2 hour online seminar (recordings provided). Plus, 3 full days intensive online seminars* (recordings provided).  

Students are encouraged to attend and participate in project-based activities online on the scheduled day(s) during the intensive period. 

*Trimester 3 2024 Intensive period will be taught on the following dates: 

  • Session One: 14 November 2024 (10:00am – 5:00pm)
  • Session Two: 12 December 2024 (10:00am– 5:00pm)
  • Session Three: 16 January 2025 (10:00am – 5:00pm) 


The unit examines the role of marketing, reputation, behaviour change, and the consumer interface with the organisation through the three main domains of marketing activity, viz., marketing strategy, consumer behaviour, and positioning, while also considering the impact of consumption on people, planet, and profits. It blends foundational marketing concepts with a focus on decision-making at an executive level, emerging phenomena in marketing, risk assessment, stakeholder management, and problem solving.

Unit Fee Information

Fees and charges vary depending on the type of fee place you hold, your course, your commencement year, the units you choose to study and their study discipline, and your study load.

Tuition fees increase at the beginning of each calendar year and all fees quoted are in Australian dollars ($AUD). Tuition fees do not include textbooks, computer equipment or software, other equipment or costs such as mandatory checks, travel and stationery.

Use the Fee estimator to see course and unit fees applicable to your course and type of place.

For further information regarding tuition fees, other fees and charges, invoice due dates, withdrawal dates, payment methods visit our Current Students website.