MKW4461

Developing a market orientation (6 points)

(BUS)

Leader: Dr Nathan Austin

Offered:
Not offered in 2003.

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%

Contact Hours: 3 hours per week

Prerequisites: Acceptance into the BBus(Hons) program