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MKF5401 - Developing marketing orientation

6 points, SCA Band 2, 0.125 EFTSL

Postgraduate Faculty of Business and Economics

Leader: Ms Sandra Luxton


Not offered in 2007


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.


The learning goals associated with this unit are to:


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

Contact hours

3 Hours class contact or equivalent per week


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