MKF9780

Marketing: concepts and strategies

(BUS)

Mr Michael Beverland

6 points + 3-hour class per week + First and second semester + Caulfield, distance

Synopsis: Concepts of marketing; marketing activities undertaken by business and non-business organisations; marketing decision variables; the development of corporate and marketing strategic plans; product strategies and product development; marketing decision-making tools; distribution, pricing and communication mix strategies; services marketing, individual and organisational buyer behaviour, marketing research and market analysis; marketing management, implementation and control procedures and processes.

Assessment: Assignment one: 20% + Assignment two (part 1): 15% + Assignment two (part 2): 25% + Examination (2 hours): 40%