MKF1120

Marketing theory and practice

(BUS)

Mr Ian Walker

6 points + 2-hour lecture and 1-hour tutorial per week + First and second semester + Caulfield + Singapore + Open Learning Australia + Online + Prohibition: MKW1401

Synopsis: Introduction to marketing activities undertaken by a wide range of organisations (business, government, profit, non profit); examines marketing theory, the marketing concept and its evolution from a strategic and applied perspective. The development of corporate and marketing strategic plans; analysis of an organisation and marketing's role, value-exchange processes, buyer behaviour, marketing research and market analysis, the marketing environment, the use of marketing dcision making tools; product concepts, strategies and development; distribution, pricing and communication mix strategies; services marketing; marketing management, implementation and control processes and procedures.

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% + 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%