Marketing theory and practice
Ms Janine Hendry
6 points * One 2-hour lecture and one 1-hour tutorial per week * First, second semester * Caulfield, Peninsula
Objectives On completion of this subject students should be able to: define the marketing concept in relation to the marketing management process; identify all of the elements associated with the marketing management process, including the marketing mix and a range of marketing tools; describe a marketing information system in relation to the marketing research process; describe the buyer behaviour process as it applies to consumer, industrial and services markets; define a market and develop a market segmentation strategy; explain marketing activity in relation to services, places, ideas and internationalisation; develop an appreciation of the social responsibilities of marketers in relation to ethical practices.
Synopsis The history of marketing and the development of the marketing concept; the analysis of marketing situations into organisation, market, competition, resources supply, regulation, pressure group and economics components; marketing strategy; tactical marketing including the product, pricing, packaging, advertising, direct mail, merchandising, sales promotion, selling, distribution and after sales service; organising and controlling marketing.
Assessment Major assignment (2500 words): 25% * minor assignment (1000 words): 10% * Mid-semester test: 15% * Class presentation: 10% * Final examination (2 hours): 40% * The examination must be passed in order to pass the subject