Monash University Handbook 2010 Postgraduate - Unit

Synopsis

This unit provides students with an in-depth exposure to contemporary issues in marketing and in particular to the relationship between observed marketing practice and extant marketing theory. Taught in seminar format, the unit requires significant interaction between students and presenters.

Objectives

The learning goals associated with this unit are to:

• recognise and evaluate some of the contemporary issues facing organisations and particularly marketers and marketing in today's dynamic marketplace
• examine how traditional marketing theory, structures, concepts, techniques and practices may become emerging issues, transformed by new knowledge or impacted by alternative perspectives
• explain a number of contemporary issues and their impact in detail
• analyse existing literature to gain insight into selected current and future issues that will impact business and marketing in particular
• recommend and compose responses to existing or potential marketing issues.

Assessment

Within semester assessment: 60%
Examination (2 hours): 40%

Chief examiner(s)

Ian Walker

Contact hours

3 hours class contact or equivalent per week

Prerequisites

Students must have passed one of the following: MBA9006, MKX9550 or MKX9160 before undertaking this unit. Students with an undergraduate major in marketing will require approval from the course director.