MBA9006

Marketing

(BUS)

Associate Professor Peter Reed

6 points + 39 contact hours + First and second semester + Caulfield + Prerequisite: Students must be enrolled in the MBA program

Synopsis: This unit provides students with an understanding of the key concepts of marketing and an insight into the role of marketing in contemporary business organisations. The unit is presented within a marketing planning framework in which marketing theories and concepts focus on the practical need of developing and implementing effective marketing strategies. It provides a foundation for MBA students wishing to undertake a range of electives in such areas as service marketing, international marketing, logistics and other marketing specialisations.

Assessment: Team-based marketing plan: 45% + Mid-semester mini test: 15% + Examination:40% + Students must pass the examination in order to pass the unit