MKX9160

Foundations of marketing (6 points)

(BUS)

Leader: Mr Mike Beverland

Offered:
Caulfield First semester 2004 (Evening)
Caulfield First semester 2004 (Flexible)
Peninsula First semester 2004 (Off-campus)
Caulfield Second semester 2004 (Evening)
Caulfield Second semester 2004 (Flexible)

Synopsis: Marketing activities undertaken by business and non-business 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 both 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.

Assessment: Assignment one: 15% + Assignment two (part 1): 10% + Assignment two (part 2): 25% + Examination (2 hours): 40% + Tutorial participation: 10%