Marketing management
Mr Siva Muthaly and Mr Manir Zaman
6 points * Distance approximately 12 hours per week * First semester * Gippsland * Prerequisites: GBU8003
Objectives The subject is aimed at providing an understanding of the marketing concept; what it involves and its relationship to society as a whole. It has been designed to serve the needs of both students majoring in marketing and students majoring in other fields but wishing to devote one or more of their optional studies to marketing.
Synopsis The subject covers the evolution of marketing theories and concepts, marketing in organisations, market planning, control and research, the environment of marketing, market segmentation, marketing mix strategy development, buying behaviour, international marketing and contemporary issues in marketing.
Assessment Assignment 1 (2000 words): 20% * Assignment 2 (2000 words): 20% * Examination (3 hours): 60% * Students must obtain a satisfactory result in all areas of assessment.
Prescribed texts
McColl-Kennedy and others Marketing: Concepts and strategies 2nd ed, Nelson, 1994