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

FacultyFaculty of Business and Economics
OfferedCaulfield First semester 2010 (On-campus split block of classes)
Coordinator(s)Professor Mike Ewing


Some say marketing has 'borrowed' excessively from other disciplines (from both within and outside the social sciences). As a result, home-grown theories are less common in marketing as they are in management, economics, or sociology -- for example. Unlike the Academy of Management Review, marketing does not have a dedicated theory journal. Notwithstanding, there is ample opportunity for the marketing discipline to consolidate and then advance its theoretical boundaries and thereby grow in both stature and rigour. This unit will equip graduate students with the necessary skills to conduct scholarly research that will legitimately advance the boundaries of marketing knowledge.


The learning goals associated with this unit are to:

  • critically analyse the origins and history of marketing thought, including continuities and discontinuities with the past
  • explain the major schools of thought in marketing
  • compare a range of select theories from other disciplines and evaluate if these theories might be useful in a marketing context
  • critically review a number of methods of inquiry and explanation utilised in the discovery and confirmation of knowledge
  • compare explanatory philosophies within marketing and their relevance to changes in marketing
  • explain critical thinking in marketing theory use apply and its use to interpret and integrate findings into a broader theoretical framework.


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

Chief examiner(s)

Mike Ewing

Contact hours

3 hours per week