Monash University Handbook 2010 Postgraduate - Unit

Synopsis

Marketing activities undertaken by business and non-business organisations; value exchange concepts and processes; the marketing concept from a strategic and applied perspective; development of corporate and marketing strategic plans; analysis of an organisation's SBUs, product strategies and product development; use of marketing decision making tools at both an applied and strategic level; distribution, pricing and communication mix strategies; services marketing, individual and organisational buyer behaviour, marketing research and market analysis; marketing management, implementation and control processes and procedures.

Objectives

The learning goals associated with this unit are to:

• examine the role and influence of marketing in the context of the modern business
• explain the key concepts, models and theories upon which the practice of marketing is based
• apply key concepts, models and theories in the development of marketing plans and marketing planning
• assess the marketing challenges facing firms in a more competitive global market place.

Assessment

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

Chief examiner(s)

Gerri Spassova

Contact hours

3 hours class contact or equivalent per week

Prohibitions

MKX9550