MKF1120 Marketing Theory and Practice
The Complete Exam Bible · S2 2026MKF1120 Overview
- Monash Business School
- Semester 2, 2026
- an undergraduate foundation marketing unit
- 6 credit points
MKF1120 introduces customer value, marketing concepts, environment, buyer behaviour, research, segmentation, targeting, positioning, product, price, distribution, communication, current issues and planning. It is taught within Monash Business School. It is an undergraduate foundation marketing unit. It carries 6 credit points.
- Value is a comparison A customer judges benefits and sacrifices against alternatives in a specific situation.
- STP makes the mix coherent Target and position determine which product, price, access and communication choices belong together.
- Workshop attendance controls workshop marks Full attendance is required for each activity mark, but this is not published as a separate unit pass hurdle.
- The exam is the hurdle The written and interview sections form one 50% threshold-hurdle examination.
How MKF1120 is assessed
| Component | Weight | Format |
|---|---|---|
| One Assignment | 5% | Team task due 10 August 2026 at 11:55 pm |
| The Project | 20% | Pair task due 24 August 2026 at 11:55 pm |
| Workshop Activities | 15% | Ten in-class activities; best nine marks count and full attendance is required for each activity mark |
| My Marketing Encounter | 10% | Individual artefact due 19 October 2026 at 11:55 pm |
| Two-part Final Examination · hurdle | 50% | Written section plus face-to-face interview; threshold hurdle |
Current S2 assessment is a 5% team One Assignment due 10 August, a 20% pair Project due 24 August, ten workshop activities worth 15% using the best nine marks, a 10% individual My Marketing Encounter due 19 October, and a 50% two-part final examination. The exam is a threshold hurdle; failure carries an NH result and a maximum unit mark of 45. The face-to-face interview component is at Caulfield from 9-13 November.
Current MKF1120 dates
| Date | Item | Control |
|---|---|---|
| 10 August 2026 at 11:55 pm | One Assignment | 5% team task. |
| 24 August 2026 at 11:55 pm | The Project | 20% pair task. |
| 19 October 2026 at 11:55 pm | My Marketing Encounter | 10% individual artefact. |
| 9-13 November 2026 | Exam Interview Window | Face-to-face at Caulfield; part of the 50% threshold-hurdle examination. |
Current-offering dates captured in the course materials. Confirm changes and exact submission settings in the live LMS.
What MKF1120 covers
Build the course in three arcs: Marketing, Exchange and the Value Framework establishes the frame, Marketing Research and Information deepens it, and Integrated Communication and Marketing Planning tests the complete method.
Marketing, Exchange and the Value Framework
marketing · customer value · exchange · explain why a proposed exchange creates value for a defined customer and organisation02Core Marketing Concepts and Strategy Logic
need · market · marketing objective · translate a broad business concern into a customer, market and response objective03The Marketing Environment
macroenvironment · microenvironment · environmental trend · connect an external change to customer value and feasible marketing response04Buyer Behaviour and Decision Processes
buyer decision process · involvement · reference group · locate observed behaviour within a decision stage and test internal or social influences05Marketing Research and Information
marketing research · secondary data · sampling bias · turn a marketing problem into a research question, evidence plan and bounded insight06Segmentation, Targeting and Positioning
segmentation · targeting · positioning · move from heterogeneous market evidence to a target and differentiated position07Product, Brand and Service Value
product · brand · service encounter · align core benefit, actual offer, brand promise and service delivery with the target08Price, Distribution and Customer Access
price · distribution channel · perceived value · choose price and place decisions that preserve target value and organisational feasibility09Integrated Communication and Marketing Planning
integrated marketing communication · marketing plan · marketing metric · connect communication and the whole mix to objectives, implementation and reviewIt is positioned as an introduction to marketing theory and practical application.
Assessment begins in Week 3, embeds repeated in-class application, and ends with a threshold-hurdle examination combining a written section with an individual face-to-face interview.
Assessment in mkf1120 is distributed as follows: a 5% team task, 20% pair project, 15% workshop activities, 10% individual artefact and 50% two-part examination
The operational assessment conditions matter here.
The final has a written section and a face-to-face interview at Caulfield in the second examination week; it is a threshold hurdle.
What makes mkf1120 demanding is concrete: integrating customer evidence and the whole marketing mix into one defensible value argument, then explaining that reasoning orally under the examination hurdle rather than reciting isolated definitions
The assessment table identifies the two-part examination as a threshold-hurdle row, while the retrieved record does not publish its numeric threshold.
Separately, full attendance is required to receive each workshop activity mark; that condition controls the activity mark and is not published as a separate unit-level hurdle.
The current official mkf1120 current Monash Handbook and learning site controls the numeric threshold.
For enrolment planning, The current Handbook includes prohibition rules rather than a separate prerequisite in the retrieved record; students should confirm course-map eligibility.
Build the course in three arcs: Marketing, Exchange and the Value Framework establishes the frame, Marketing Research and Information deepens it, and Integrated Communication and Marketing Planning tests the complete method.
Integrate a launch recommendation
- 1Define the target need and competing alternatives.
- 1State functional, experiential and symbolic value with sacrifices.
- 1Choose a position supported by target evidence.
- 1Align product proof, price framing, campus access and communication.
- 1Select a customer-response measure and ethical boundary.
Key terms
- marketing
- Organisational and social process of creating, communicating, delivering and exchanging value. This chapter uses the concept when students explain why a proposed exchange creates value for a defined customer and organisation.
- customer value
- Customer's context-dependent comparison of perceived benefits and sacrifices relative to alternatives. It helps explain the reasoning required to explain why a proposed exchange creates value for a defined customer and organisation.
- exchange
- Transfer in which parties give and receive something of value under voluntary conditions. Its limit matters because features and seller intentions do not establish value without the customer's alternatives, sacrifices and context.
- need
- Felt state of deprivation or desired improvement shaped into particular wants by context. This chapter uses the concept when students translate a broad business concern into a customer, market and response objective.
- market
- Actual and potential parties sharing a need and capacity for exchange under a defined boundary. It helps explain the reasoning required to translate a broad business concern into a customer, market and response objective.
- marketing objective
- Specific intended change in customer or organisational outcome used to direct and evaluate action. Its limit matters because sales, awareness and satisfaction are different outcomes and cannot be used interchangeably.
- macroenvironment
- Broad political, economic, social, technological, environmental and legal forces affecting organisations and customers. This chapter uses the concept when students connect an external change to customer value and feasible marketing response.
- microenvironment
- Customers, competitors, suppliers, partners and publics close to the organisation's value delivery. It helps explain the reasoning required to connect an external change to customer value and feasible marketing response.
- environmental trend
- Sustained directional change supported by dated evidence rather than a single event. Its limit matters because a factor list without mechanism, timing and evidence encourages post-hoc storytelling.
- buyer decision process
- Sequence through which a customer recognises a need, searches, evaluates, chooses and responds after purchase. This chapter uses the concept when students locate observed behaviour within a decision stage and test internal or social influences.
MKF1120 FAQ
How is mkf1120 assessed?
a 5% team task, 20% pair project, 15% workshop activities, 10% individual artefact and 50% two-part examination
What is the mkf1120 exam or final-task format?
The final has a written section and a face-to-face interview at Caulfield in the second examination week; it is a threshold hurdle.
Does mkf1120 have a hurdle or component-level pass rule?
The assessment table identifies the two-part examination as a threshold-hurdle row, while the retrieved record does not publish its numeric threshold. Separately, full attendance is required to receive each workshop activity mark; that condition controls the activity mark and is not published as a separate unit-level hurdle. The current official mkf1120 current Monash Handbook and learning site controls the numeric threshold.
Which offering does this mkf1120 guide cover?
It is aligned to Semester 2, 2026; confirm your enrolled class and timetable in the current institutional system.
Is this mkf1120 resource an official university guide?
No. It is an independent mkf1120 study resource; current institutional instructions remain authoritative for assessment operation.
How should marketing be used in MKF1120?
Organisational and social process of creating, communicating, delivering and exchanging value. This chapter uses the concept when students explain why a proposed exchange creates value for a defined customer and organisation.
Use it to explain why a proposed exchange creates value for a defined customer and organisation; remember that features and seller intentions do not establish value without the customer's alternatives, sacrifices and context.
How to study for the exam
Retrieve the course map, practise the recurring method—define the organisation, customer, need and exchange, analyse environment and behaviour evidence, choose a target and value proposition, integrate product, price, place and promotion, then evaluate stakeholder value and the conditions under which the plan changes—on changed scenarios, and verify every operational assessment detail in the live institutional system.
Your AI Marketing tutor for MKF1120
Stuck on a hard MKF1120 question? Sia is AskSia’s AI Marketing tutor — ask any MKF1120 Marketing Theory and Practice question and get a clear, step-by-step explanation grounded in how the course is actually taught and assessed. Read this whole study guide free, then take your hardest questions to Sia.
