Monash University Handbook 2010 Undergraduate - Unit

Synopsis

This unit introduces students to the broad discipline of marketing. It encompasses marketing's role in a dynamic business environment and introduces students to the concepts and strategies employed by marketers in facing the challenges presented by the ever-changing world of business. The aim of the unit is to provide students with the conceptual skills necessary to identify and solve marketing problems. The unit provides a foundation for those students seeking to pursue further study in marketing; however it covers the broad scope of marketing for those students undertaking only one marketing unit.

Objectives

The learning goals associated with 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.

Assessment

Within semester assessment: 50%
Examination (2 hours): 50%

Chief examiner(s)

Ian Walker

Contact hours

3 hours class contact or equivalent per week

Prohibitions

MKF1120, MKW1120