MKF9550

Marketing and the international consumer

(BUS)

Mr David Watson

6 points + First and second semester (Caulfield) + 1.5-hour lecture and 1.5-hour tutorial per week + Second semester (OCDL, 12 hours per week) + Prohibition: MKX9160

Synopsis: Marketing activities undertaken by organisations; value exchange concepts and processes; the marketing concept from a strategic and applied perspective; development of corporate and marketing strategic plans; analysis of an organisation's SBUs, product strategies and product development; use of marketing decision making tools at an applied and strategic level; distribution, pricing and communication mix strategies; services marketing, individual and organisational buyer behaviour, marketing research and market analysis; marketing management, implementation and control processes and procedures with emphasis on international aspects of marketing and consumer behaviour.

Assessment: Assignment one: 15% + Assignment two (part 1): 10% + Assignment two (part 2): 25% + Examination (2 hours): 40% + Group case study: 10%