MKC1200 - Principles of marketing

Leader: Dr Erica Brady and Mr Peter Thompson

Offered

Clayton First semester 2007 (Day)
Clayton Second semester 2007 (Day)

Synopsis

This unit introduces students to the broad discipline of marketing. It encompasses marketing's role in a dynamic business environment and introduces students to the concepts and strategies employed by marketers in facing the challenges presented by the ever-changing world of business. The aim of the unit is to provide students with the conceptual skills necessary to identify and solve marketing problems. The unit provides a foundation for those students seeking to pursue further study in marketing; however it covers the broad scope of marketing for those students undertaking only one marketing unit.

Objectives

The learning objectives of this unit are to:

• describe the key concepts upon which the practice of marketing is based;
• recognise these concepts in the marketplace and in everyday life;
• discuss the role and influence of marketing in the organisational environment;
• discuss how key marketing concepts can be used in analysing a range of marketing problems.

Assessment

On-campus - Assignment(s): 25%
Class test:25%
Examination (2 hours): 50%

Contact hours

3 Hours class contact or equivalent per week