MKF1120

Marketing theory and practice (6 points)

(BUS)

Leader: Mr Don Bradmore

Offered:
Caulfield First semester 2003 (Day)
Caulfield Second semester 2003 (Day)
Caulfield Second semester 2003 (Evening)
Caulfield Second semester 2003 (OCL)
Malaysia Second semester 2003 (OCL)
Singapore Second semester 2003 (OCL)
Caulfield First semester 2004 (Day)
Caulfield First semester 2004 (Evening)
Caulfield Second semester 2004 (Day)
Caulfield Second semester 2004 (OCL)
Malaysia Second semester 2004 (OCL)
Singapore Second semester 2004 (OCL)

Synopsis: Introduction to marketing activities undertaken by a wide range of organisations (business, government, profit, non profit); examines marketing theory, the marketing concept and its evolution from a strategic and applied perspective. The 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 dcision 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 of 2000 words, 15% + Major assignment of 3000 words, 25% + Mid-semester test, 10% + Final examination, 50%: 100% + Online (assignment 1, 0%; assignment 2 of 2000 words, 25%; assignment 3 of 3500 words, 35%; examination, 40%): 100% + Online (assignment 1, 0%; assignment 2 of 2000 words, 25%; assignment 3 of 3500 words, 35%; examination, 40%) 100% + Distance (assignment 1 of 1000 words, 10%; assignment 2 of 3500 words, 35%; mid-semester test, 15%; examination of 2 hours, 40%): 100%

Contact Hours: 2-hour lecture and 1-hour tutorial per week

Prohibitions: MKW1401