Faculty of Business and Economics

Monash University

Undergraduate - Unit

This unit entry is for students who completed this unit in 2013 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.

print version

6 points, SCA Band 3, 0.125 EFTSL

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FacultyFaculty of Business and Economics
Organisational UnitDepartment of Marketing
OfferedClayton Second semester 2013 (Day)
Coordinator(s)Mr Paul Murphy


Introduction to the recent literature relating to implementation, evaluation and control of marketing strategies. Current concepts, theories and applications are addressed in the areas of market orientation, internal marketing, customer service and loyalty issues in marketing, brand equity, relationship marketing, marketing productivity analysis, marketing financial performance analysis, marketing organisation, database marketing, the use of technology information processes and marketing performance assessment.


The learning goals associated with this unit are to:

  1. provide students with a first hand appreciation of the current role of marketing in organisations; and provide them with the skills to apply the academic knowledge gained at university
  2. critically evaluate and appreciate the change in marketing emphasis away from a functional approach (eg four Ps) towards a more market-oriented and market-driven approach
  3. identify, analyse and apply appropriate measurement criteria to assess the implementation and effectiveness of the marketing strategies
  4. distinguish between the strategic (soft) and operational (hard) aspects of implementation


Within semester assessment: 60%
Examination: 40%

Chief examiner(s)

Contact hours

3 hours per week


Students must have passed MKC2210 and MKC3130 before undertaking this unit