Monash University Handbook 2010 Undergraduate - Unit

Synopsis

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.

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)

Peter Wagstaff

Contact hours

3 hours class contact or equivalent per week

Prohibitions

MKC1200, MKP1120, MKW1120