MKF5401

Developing marketing orientation ( 6 points, SCA Band 2, 0.125 EFTSL)

Leader: Ms Sandra Luxton

Offered:
Caulfield First semester 2006 (OCL-ONLINE)

Synopsis: This unit will provide students with an understanding of how an organisation can encourage and develop a market-oriented approach and resultant benefits. This includes an examination of what constitutes a market orientation, and how this can be measured and evaluated within an organisation. The impact that organisational culture, internal marketing and management strategies will have on the development of a marketing orientation.

Assessment: Assignment(s): 60% + Examination (3 hours): 40%

Contact Hours: 3 Hours class contact or equivalent per week

Prerequisites: Students enrolled in course code 3802 (Master of Marketing Stream B) have no prerequisites. All other students must pass MKX9160 or MBA9006.