Faculty of Business and Economics

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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
OfferedCaulfield Summer semester A 2011 (Day)
Coordinator(s)Dr Colin Campbell


The program is designed to expose students to the thinking of some of Australia's leading marketers. Students are expected to gain an in-depth understanding of critical factors that impact on marketing strategy decision making including marketing communication, branding, sponsorship, globalisation, research, customer services and retailing within the context of the Australian domestic business environment. In addition to the standard unit fees payable for this unit, students are required to pay for airfares, transfer and accommodation.


The learning goals associated with this unit are to:

  1. examine the key domestic marketing strategies and key marketing functions impacting on Australian businesses
  2. understand the various components and elements of bench mark marketing strategies and practices
  3. analyse key marketing theories and frameworks and their application in specific industries.


Within semester assessment: 100%

Chief examiner(s)

Dr Colin Campbell

Contact hours

Two day study block prior to the Study Tour, 20 hours of company visits and group seminars and one day study block of 6 hours post-program


Students must have passed 48 points including at least 12 points from the Department of Marketing