MKX9050 - Marketing theory

Leader: Professor Mike Ewing

Offered

Caulfield First semester 2007 (On-campus)

Objectives

The learning goals associated with this unit are to:

• broaden understanding of the origins and history of marketing thought, including continuities and discontinuities with the past, and introduce the major Schools of Marketing Thought
• consider select theories from allied disciplines outside of marketing (i.e. economics, management, psychology, sociology), and from even further afield (e.g. mathematics, physics, anthropology, biology, drama, etc) and see how, if at all, these theories might be applied in marketing
• broaden understanding of ""methods of inquiry and explanation"" for the discovery and confirmation of knowledge; and of various research and explanatory philosophies within marketing and their relevance to changes in marketing directions
• provide a broad appreciation of the critical thinking in marketing theory
• respond appropriately to, and evaluate marketing information, interpret findings and integrate findings into a broader theoretical framework.

Assessment

Assignment (5000 words): 30%
class presentation proposal (3000 words): 30%
examination (3 hours): 40%