MKW1120

Marketing theory and practice

(BUS)

Mr Ian Walker (Chief examiner)

6 points + First semester + First and second semester (Malaysia) + 2-hour lecture and 1-hour tutorial per week + Distance, approximately 12 hours per week + Berwick, Gippsland, Peninsula, Malaysia, South Africa + Prohibitions: MKW1401, MKF1120

Synopsis: Introduction to marketing activities undertaken by business, government, profit, non profit organisations. Marketing theory, the marketing concept and its evolution from a strategic and applied perspective; 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 decision 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, 2000 words): 15% + Major assignment (3000 words): 25% + Mid-semester test: 10% + Final examination: 50% + Distance (assignment 1, 1000 words): 10% + Assignment 2 (3500 words): 35% + Mid-semester test: 15% + Examination (2 hours): 40%