units

MKW1120

Faculty of Business and Economics

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Monash University

Monash University Handbook 2010 Undergraduate - Unit

6 points, SCA Band 3, 0.125 EFTSL

LevelUndergraduate
FacultyFaculty of Business and Economics
OfferedBerwick First semester 2010 (Day)
Berwick Second semester 2010 (Day)
Gippsland First semester 2010 (Day)
Gippsland First semester 2010 (Off-campus)
Sunway First semester 2010 (Day)
Sunway Second semester 2010 (Day)
Sunway Summer semester A 2010 (Day)
Sunway Trimester 3 2010 (Day)
Peninsula First semester 2010 (Day)
Peninsula Second semester 2010 (Day)
South Africa Second semester 2010 (Day)
Coordinator(s)Ms Maureen Griffiths

Synopsis

Introduction to marketing activities undertaken by business, government, profit, non profit organisations. Marketing theory, the marketing concept and its evolution from a strategic and applied perspective; 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)

Maureen Griffiths

Contact hours

3 hours class contact or equivalent per week

Prohibitions

MKC1200, MKF1120, MKP1120