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

Introduction to marketing activities undertaken by a wide range of organisations (business, government, profit, non profit); examines marketing theory, the marketing concept and its evolution from a strategic and applied perspective. The development of corporate and marketing strategic plans; analysis of an organisation and marketing's role, value-exchange processes, buyer behaviour, marketing research and market analysis, the marketing environment, the use of marketing decision making tools; product concepts, strategies and development; distribution, pricing and communication mix strategies; services marketing; marketing management, implementation and control processes and procedures.

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. recognise the role and influence of marketing in the organisational environment
4. Demonstrate how key marketing concepts can be used in analysing a range of marketing problems and applying solutions to those problems.

Assessment

Within semester assessment: 70%
Examination (2 hours): 30%

Contact hours

One 6.5 hour problem based workshop per week

Prohibitions

MKC1200, MKF1120, MKW1120