MKF9780

Marketing: concepts and strategies

Mr Ray Shelton

6 points · One 3-hour class per week · First and second semester · Caulfield, Distance

Objectives On completion of this subject students should be able to recognise the significance of marketing management and strategic marketing to an organisation; be able to identify marketing management tasks and how marketing fits into the organisational environment; understand the theoretical principles upon which the practice of marketing is based and apply these principles in analysing a range of strategic marketing and management problems.

Synopsis Topics include an in-depth understanding of the fundamental concepts of marketing and the marketing activities undertaken by business and non-business organisations; marketing decision variables; the development of corporate and marketing strategic plans; product strategies and product development; the use of marketing decision-making tools; distribution, pricing and communication mix strategies; services marketing, individual and organisational buyer behaviour, marketing research and market analysis; marketing management, implementation and control procedures and processes.

Assessment Assignment one: 20% · Assignment two (part 1): 15% · Assignment two (part 2): 25% · Examination (2 hours): 40%

Back to the 1999 Business and Economics Handbook