MKX1120

Marketing theory and practice

(BUS)

Mr Don Bradmore

6 points + 2-hour lecture and 1-hour tutorial per week + First and second semester + Caulfield and Peninsula + Singapore + Open Learning Australia + Online + Distance (second semester)

Synopsis: Topics include the history of marketing and the development of the marketing concept; the analysis of marketing situations into organisation, market, competition, resources supply, regulation, pressure group and economics components; marketing strategy; tactical marketing including the product, pricing, packaging, advertising, direct mail, merchandising, sales promotion, selling, distribution and after sales service; organising and controlling marketing.

Assessment: On campus (minor assignment of 2000 words, 15%; major assignment of 3000 words, 25%; mid-semester test, 10%; final examination, 50%): 100% + Online (assignment 1, 0%; assignment 2 of 2000 words, 25%; assignment 3 of 3500 words, 35%; examination, 40%): 100% + Distance (assignment 1 of 1000 words, 10%; assignment 2 of 3500 words, 35%; mid-semester test, 15% examination of 2 hours, 40%): 100%