MKW4461

Developing a marketing orientation

(BUS)

Dr Nathan Austin

6 points + 3 hours per week + First semester + Gippsland + Prerequisite: Acceptance into the BBus(Hons) program

Synopsis: The current culture of an organisation; assessing the impact of sub-parts on overall culture; identifying a 'marketing culture'; 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%