MKF4020

History and philosophy of marketing

Mr Geoff Alford

6 points · One 3-hour class per week or equivalent · First semester · Caulfield

Objectives On completion of this subject students should understand the origins of marketing thought; and be able to: recognise and evaluate the impact of alternative research philosophies on the marketing discipline; critically evaluate traditional and emerging concepts in marketing and determine their applicability to specific business situations.

Synopsis Students will examine specific aspects of marketing thought; review the origins and subsequent development of tools, techniques and concepts. Identify the key players who developed/promoted or were otherwise involved in the broader dissemination of the tool, technique/concept; compare/contrast the importance of individual tools, techniques/concepts in academic and practitioner environments.

Assessment Assignments (2x6500 words total): 60% · Participation: 10% · Examination (2 hours): 30%

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