Monash University Handbook 2011 Postgraduate - Unit

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

Synopsis

Marketing activities undertaken by business and non-business organisations; value exchange concepts and processes; the marketing concept from a strategic and applied perspective; development of corporate and marketing strategic plans; analysis of an organisation's SBUs, product strategies and product development; use of marketing decision making tools at both an applied and strategic level; distribution, pricing and communication mix strategies; services marketing, individual and organisational buyer behaviour, marketing research and market analysis; marketing management, implementation and control processes and procedures.

Objectives

The learning goals associated with this unit are to:

1. examine the role and influence of marketing in the context of the modern business
2. explain the key concepts, models and theories upon which the practice of marketing is based
3. apply key concepts, models and theories in the development of marketing plans and marketing planning
4. assess the marketing challenges facing firms in a more competitive global market place.

Assessment

Within semester assessment: 60%
Examination (2 hours): 40%

Chief examiner(s)

Gerri Spassova

Contact hours

3 hours per week

Prohibitions

MKX9550