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Handbooks Courses Units

MKF1120 - Marketing theory and practice

6 points, SCA Band 3, 0.125 EFTSL

Undergraduate Faculty of Business and Economics

Leader: Mr Peter Wagstaff


Caulfield First semester 2008 (Day)
Caulfield First semester 2008 (Evening)
Caulfield Second semester 2008 (Day)


Introduction to marketing activities undertaken by a wide range of organisations (business, government, profit, non profit); examines marketing theory, the marketing concept and its evolution from a strategic and applied perspective. The development of corporate and marketing strategic plans; analysis of an organisation and marketing's role, value-exchange processes, buyer behaviour, marketing research and market analysis, the marketing environment, the use of marketing decision making tools; product concepts, strategies and development; distribution, pricing and communication mix strategies; services marketing; marketing management, implementation and control processes and procedures.


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.


Assignment(s) and/or test(s): 50%Examination (2 hours): 50%

Contact hours

3 Hours class contact or equivalent per week



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