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 is designed to enable students to understand how to define an organisation's stakeholders and then explore how the motivation, needs, perception, and attitudes of different stakeholders can influence the way in which businesses configure their services/ products and communicate value to their stakeholders. The issues of group influences on stakeholder behaviour and the importance of market segmentation are also examined, along with an overview of how decision making units operate in B2B and B2C environments. These core issues are consistently related back to the ways in which businesses position, price, promote and place their products/services in the marketplace.

Objectives

The learning goals associated with this unit are to:

1. effectively recognise, define, describe, and analyse the different needs, motivations, perceptions, and attitudes of stakeholders
2. demonstrate a detailed understanding of the ways in which different types of groups can influence stakeholder behaviour
3. develop an understanding of how decision making units can operate in B2B and B2C environments
4. be able to identify and describe 'market segments' and develop marketing strategies to address the needs of the various stakeholders identified.
5. explore the importance of communication in relationship building and in developing brand loyalty
6. understand and critically evaluate how different types of stakeholder behaviour can influence the ways in marketing communications are formulated and transmitted.

Assessment

Within Semester Assessment: 60%
Examination (3 hours): 40%.

Contact hours

One 6.5 hour problem based workshop per week.

Prerequisites

Students must have passed MKP1120 before undertaking this unit.

Prohibitions

MKW2402, MKF2111, MKC2110