MKF5401 - Developing marketing orientation

Leader: Ms Sandra Luxton

Offered

Not offered in 2007

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.

Objectives

The learning goals associated with this unit are to:

• develop an understanding of what constitutes a market orientation and recognise the benefits to be derived from developing a market oriented approach
• evaluate the level of market orientation within an organisation and understand the impact of an organisational culture
• be able to suggest and implement internal marketing strategies to develop a market orientation
• have a deeper understanding of how environmental forces affect the development of a market orientation and the practice of marketing in organisations
• gain an understanding of contemporary marketing and management issues and their impact on the market orientation of the organisation.

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.