Monash University Handbook 2010 Postgraduate - Unit

Synopsis

Marketing activities undertaken by 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 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 with emphasis on international aspects of marketing and consumer behaviour.

Objectives

The learning goals associated with this unit are to:

• examine the concepts and theories of marketing and apply them to an international context
• analyse, evaluate, and interpret complex and sometimes contradictory marketing phenomena in international context
• apply the basic techniques and tools of marketing management to local and international environments
• examine the scope and role of the marketing function and its relationship to organisational strategies and critically evaluate how functional marketing plans can be developed and implemented
• compare and contrast various marketing theories and practices and develop recommendations for strategic action.

Assessment

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

Chief examiner(s)

Dominic Thomas

Contact hours

3 hours class contact or equivalent per week

Prohibitions

MKX9160