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 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 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 with emphasis on international aspects of marketing and consumer behaviour.

Objectives

The learning goals associated with this unit are to:

1. examine the concepts and theories of marketing and apply them to an international context
2. analyse, evaluate, and interpret complex and sometimes contradictory marketing phenomena in international context
3. apply the basic techniques and tools of marketing management to local and international environments
4. examine the scope and role of the marketing function and its relationship to organisational strategies and critically evaluate how functional marketing plans can be developed and implemented
5. compare and contrast various marketing theories and practices and develop recommendations for strategic action.

Assessment

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

Chief examiner(s)

Dr David Stewart

Contact hours

3 hours per week

Prohibitions

MKX9160