MKG9401

Marketing theory and practice

Dr Siva Muthaly

6 credit points · First and second semester · distance education · Gippsland · Workload: approximately 12 hours per week · Prohibited combination: MKG9470

Objective The subject aims at providing students with understanding of markets, marketing concepts and key issues concerning marketing strategy formulation, and the relationship of these to society. The theoretical framework of the subject will provide a basis for students to link their knowledge with the practices of marketing and to align objectives and resources of an organisation with opportunities found in the marketplace.

Synopsis The subject covers the marketing concepts, the environment of marketing decisions, consumer and organisational markets, marketing mix, role of marketing in the organisation and international marketing.

Assessment Two assignments (2000 words each): 40% · Examination (3 hours): 60% · Students must obtain a satisfactory result in 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