Monash University Handbook 2010 Postgraduate - Unit

Synopsis

This unit provides students with an understanding of the key concepts of marketing and an insight into the role of marketing in contemporary business organisations. The unit is presented within a marketing planning framework in which marketing theories and concepts focus on the practical need of developing and implementing effective marketing strategies. It provides a foundation for MBA students wishing to undertake a range of electives in such areas as service marketing, international marketing, logistics and other marketing specialisations.

Objectives

The learning goals associated with this unit are to:

• demonstrate knowledge and comprehension and to critically evaluate key marketing theories, concepts, tools and techniques
• analyse the marketing environment and formulate appropriate marketing strategies
• understand the holistic relationship between marketing and other key business disciplines
• further enhance communication, inter-personal, problem solving and critical thinking capabilities.

Assessment

Within semester assessment: 50%
Examination: 50%

Chief examiner(s)

Srinivas Sridharan

Contact hours

39 contact hours

Prerequisites

Students must be enrolled in the MBA program to undertake this unit

Co-requisites

Students must be enrolled in one of the following courses to undertake this unit: 3183, 3184, 3185, 3189, 3190, 3191, 3195, 3196, 3197, 3198, 3837, 3839, 3849 or 0028