Faculty of Business and Economics

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Monash University

Monash University Handbook 2011 Undergraduate - Unit

6 points, SCA Band 3, 0.125 EFTSL

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

FacultyFaculty of Business and Economics
OfferedClayton Second semester 2011 (Day)
Coordinator(s)Mr Colin Campbell


This subject builds on the concepts and issues covered in MKC1200 Principles of marketing. It emphasises the role of marketing management in contemporary organisations, with particular focus on the marketing planning role and the formulation of marketing strategies.


The learning goals associated with this unit are to:

  1. describe the scope of the marketing management function and its role within organisations
  2. analyse the external and internal environments of an organisation
  3. devise appropriate marketing strategies within the marketing planning process
  4. convince a manager to adopt a proposed marketing plan based on written and oral submissions


Within semester assessment: 50%
Examination (2 hours): 50%

Chief examiner(s)

Mr Colin Campbell

Contact hours

3 hours per week


A minimum of 48 credit points, including MKC1200 and one other marketing unit.


MKF3121, MKG3121, MKW3121