Skip to content | Change text size

MKX4050 - Marketing theory

6 points, SCA Band 2, 0.125 EFTSL

Undergraduate Faculty of Business and Economics

Leader: Professor Mike Ewing


Caulfield First semester 2007 (On-campus)


Some say marketing has 'borrowed' excessively from other disciplines (from both within and outside the social sciences). As a result, home-grown theories are less common in marketing as they are in management, economics, or sociology - for example. Unlike the Academy of Management Review, marketing does not have a dedicated theory journal. Notwithstanding, there is ample opportunity for the marketing discipline to consolidate and then advance its theoretical boundaries and thereby grow in both stature and rigour. This unit will equip graduate students with the necessary skills to conduct scholarly research that will legitimately advance the boundaries of marketing knowledge.


The learning objectives of this unit are to:


Assignment (5000 words): 30%
Class presentation proposal (3000 words): 30%
Examination (3 hours): 40%

Contact hours

3 hours per week