MKF4020

History and philosophy of marketing

(BUS)

Mr Geoff Alford

6 points + 3-hour class per week or equivalent + First semester + Caulfield

Synopsis: Aspects of marketing thought; the origins and subsequent development of tools, techniques and concepts. Key players who developed/promoted or were otherwise involved in the broader dissemination of the tool, technique/concept; the importance of individual tools, techniques/concepts in academic and practitioner environments.

Assessment: Assignments (2x6500 words total): 60% + Participation: 10% + Examination (2 hours): 30%