MKG1401

Introduction to marketing

Dr Siva Muthaly

6 points · Two 1-hour-hour lectures and one 1-hour tutorial per week · Distance, approximately 12 hours per week, first and summer semester · Gippsland · Singapore, first and second semester

Objectives This subject aims to provide students with the foundation for differentiating marketing from other disciplines in the business major by fostering understanding of markets, marketing concepts, key marketing issues and the relationship of these to society as a whole. This theoretical framework enables students to link their knowledge with the practicalities of marketing.

Synopsis The subject covers the nature and role of marketing, marketing in organisations, marketing planning, control and research, the environment of marketing, consumer behaviour, industrial buyer behaviour, market segmentation, product policy and development, pricing policy, distribution, retailing and wholesaling, promotion and communication, sales management, international marketing, contemporary issues in marketing.

Assessment (on campus) Assignment one (2000 words): 10% · Assignment two (2000 words): 15% · Tutorial: 10% · Mid-term examination: 15% · Examination (3 hours): 50% · Students must pass all areas of assessment.
Assessment (distance) Assignment one (2000 words): 20% · Assignment two (2000 words): 30% · Examination (3 hours): 50% · Students must pass all areas of assessment.

Prescribed texts

Kotler P G and others Marketing 4th edn, Prentice-Hall, 1998

Back to the 1999 Business and Economics Handbook