Developing a marketing orientation
Dr David Bednall
6 points * One 3-hour class per week * Second semester * Caulfield * Prerequisites: Acceptance for enrolment in the BBus(Hons) program
Objectives On completion of this subject students should have deepened their understanding of how economic and social forces as well as the regulatory climate affect the practice of marketing in organisations; have gained a clear understanding of how current organisational changes are affecting marketing management practices; have gained an understanding of the main change factors within organisations and their influence on marketers', roles; be able to appreciate how change is evaluated by key stake holders, including management, employees and share holders.
Synopsis The current culture of an organisation; assess the impact of sub-parts on overall culture; identify a `marketing culture'; develop a customer driven approach; identify the critical elements in developing an internal marketing strategy; identify the critical elements in developing a corporate image; implement a marketing orientation.
Assessment Case study (4000 words): 40% * Mini presentations: 10% * Class participation: 10% * Final examination (3 hours): 40%