Monash University Handbook 2011 Undergraduate - Unit

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.

Synopsis

This unit introduces students to the broad discipline of marketing. It encompasses marketing's role in a dynamic business environment and introduces students to the concepts and strategies employed by marketers in facing the challenges presented by the ever-changing world of business. The aim of the unit is to provide students with the conceptual skills necessary to identify and solve marketing problems. The unit provides a foundation for those students seeking to pursue further study in marketing; however it covers the broad scope of marketing for those students undertaking only one marketing unit.

Objectives

The learning goals associated with this unit are to:

1. describe the key concepts upon which the practice of marketing is based
2. recognise these concepts in the marketplace and in everyday life
3. discuss the role and influence of marketing in the organisational environment
4. 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)

Dr Rowan Kennedy

Contact hours

3 hours per week

Prohibitions

MKF1120, MKG1120, MKW1120