Monash University Handbook 2010 Undergraduate - Unit

Synopsis

Introduction to the recent literature relating to implementation, evaluation and control of marketing strategies. Current concepts, theories and applications are addressed in the areas of market orientation, internal marketing, customer service and loyalty issues in marketing, brand equity, relationship marketing, marketing productivity analysis, marketing financial performance analysis, marketing organisation, database marketing, the use of technology information processes and marketing performance assessment.

Objectives

The learning goals associated with this unit are to:

• provide students with a first hand appreciation of the current role of marketing in organisations; and provide them with the skills to apply the academic knowledge gained at university
• critically evaluate and appreciate the change in marketing emphasis away from a functional approach (eg four Ps) towards a more market-oriented and market-driven approach
• identify, analyse and apply appropriate measurement criteria to assess the implementation and effectiveness of the marketing strategies
• distinguish between the strategic (soft) and operational (hard) aspects of implementation

Assessment

Within semester assessment: 60%
Examination (3 hours): 40%

Chief examiner(s)

Peter Scholem

Contact hours

3 hours class contact or equivalent per week

Prerequisites

Students must have passed MKC2210 and MKC3130 before undertaking this unit