Faculty of Business and Economics

Monash University

Postgraduate - Unit

This unit entry is for students who completed this unit in 2012 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

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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, or view unit timetables.

FacultyFaculty of Business and Economics
OfferedCaulfield First semester 2012 (Evening)
Caulfield Second semester 2012 (Evening)
Coordinator(s)Dr Srinivas Sridharan (Semester 1); Professor Steve Worthington (Semester 2)


This unit is an introductory course in marketing. The intention is to provide participants with an understanding of the key concepts of strategic marketing and to provide an insight into the strategic role of marketing in an organisation. As a foundation unit it will:

  • provide a platform for more advanced study in the discipline of marketing for those participants wishing to undertake further study in this area of business, and
  • provide an understanding of the main essentials of marketing for those participants not intending to pursue this area of study in further detail.

The unit is presented within a strategic marketing framework in which marketing theories and concepts focus on the practical need of developing and implementing effective marketing strategies.

The unit covers, in broad detail, the concepts and applications of marketing for consumer, business-to-business and service organizations. Participants should note that these marketing contexts are examined in more depth in elective units provided by the Department of Marketing.


The learning goals associated with this unit are to:

  1. demonstrate knowledge and comprehension and to critically evaluate key marketing theories, concepts, tools and techniques
  2. analyse the marketing environment and formulate appropriate marketing strategies
  3. understand the holistic relationship between marketing and other key business disciplines and stakeholders
  4. further enhance communication, inter-personal, problem solving and critical thinking capabilities
  5. develop student capabilities to be future generators of sustainable economic, social and environmental value for business.


Within semester assessment: 50%
Examination: 50%

Chief examiner(s)

Dr Srinivas Sridharan (Semester 1)
Professor Steve Worthington (Semester 2)

Contact hours

3 hours per week


Students must be enrolled in the MBA program to undertake this unit


Students must be enrolled in one of the following courses to undertake this unit: 3183, 3184, 3185, 3189, 3190, 3191, 3195, 3196, 3197, 3198, 3837, 3839, 3849 or 0028