MKW4461

Developing a marketing orientation

(BUS)

Mr Mike Willis

6 points + 3 hours per week + Second semester + Gippsland + Prerequisite: Acceptance into the Bachelor of Business (Honours) program

Synopsis: The current culture of an organisation; assessing the impact of sub-parts on overall culture; identifying a /marketing culture0; developing a customer-driven approach; identifying the critical elements in developing an internal marketing strategy; identifying the critical elements in developing a corporate image; implementing a marketing orientation.

Assessment: Case study (4000 words): 40% + Mini presentations: 10% + Class participation: 10% + Examination (3 hours): 40%