MKF4010

Developing a marketing orientation

(BUS)

Mr David Watson

6 points + 3-hour class per week + Second semester + Caulfield

Synopsis: The current culture of an organisation; the impact of sub-parts on overall culture; a /marketing culture0; a customer-driven approach; the critical elements in developing an internal marketing strategy; the critical elements in developing a corporate image; implementing a marketing orientation.

Assessment: Case study (4000 words): 40% + Mini presentations: 10% + Class participation: 10% + Examination (3 hours): 40%