MKX9550 - Marketing and the international consumer
6 points, SCA Band 3, 0.125 EFTSL
Postgraduate Faculty of Business and Economics
Leader: Mr Terry Grant
Marketing activities undertaken by organisations; value exchange concepts and processes; the marketing concept from a strategic and applied perspective; development of corporate and marketing strategic plans; analysis of an organisation's SBUs, product strategies and product development; use of marketing decision making tools at an applied and strategic level; distribution, pricing and communication mix strategies; services marketing, individual and organisational buyer behaviour, marketing research and market analysis; marketing management, implementation and control processes and procedures with emphasis on international aspects of marketing and consumer behaviour.
The learning goals associated with this unit are to:
Within semester assessment: 60%
3 hours class contact or equivalent per week