MKX9160

Marketing theory and practice

Mr Ian Walker

6 points · First and second semester (Caulfield and Peninsula) · One 1.5-hour lecture and one 1.5-hour tutorial per week · Second semester (Distance, 12 hours per week)

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

Synopsis The subject is designed to develop an in-depth understanding of the fundamental concepts of marketing and the marketing activities undertaken by business and non-business organisations; the marketing concept in business from a strategic and applied perspective; development of corporate and marketing strategic plans; analysis of an organisations SBUs, product strategies and product development; use of marketing decision making tools at both an applied and strategic level; distribution, pricing and communication mix strategies; services marketing, individual and organisational buyer behaviour, marketing research and market analysis; marketing management, implementation and control processes and procedures.

Assessment Assignment one: 15% · Assignment two (part 1): 10% · Assignment two (part 2): 25% · Examination (2 hours): 40% · Group case study: 10%

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