MBA9006 - Marketing

Leader: Associate Professor Peter Reed

Offered

Caulfield First semester 2007 (Evening)
Caulfield Second semester 2007 (Evening)
Caulfield Second semester 2007 (On-campus)

Synopsis

This unit provides students with an understanding of the key concepts of marketing and an insight into the role of marketing in contemporary business organisations. The unit is presented within a marketing planning framework in which marketing theories and concepts focus on the practical need of developing and implementing effective marketing strategies. It provides a foundation for MBA students wishing to undertake a range of electives in such areas as service marketing, international marketing, logistics and other marketing specialisations.

Objectives

The learning goals associated with this unit are to:

• demonstrate knowledge and comprehension and to critically evaluate key marketing theories, concepts, tools and techniques
• analyse the marketing environment and formulate appropriate marketing strategies
• understand the holistic relationship between marketing and other key business disciplines
• further enhance communication, inter-personal, problem solving and critical thinking capabilities.

Assessment

Team-based marketing plan: 50%
Examination: 50%
Students must achieve 45% in the examination component in order to pass the unit.

Contact hours

39 contact hours

Prerequisites

Students must be enrolled in the MBA program