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

To find units available for enrolment in the current year, you must make sure you use the indexes and browse unit tool in the current edition of the Handbook.

FacultyFaculty of Business and Economics
Organisational UnitDepartment of Marketing
OfferedCaulfield Second semester 2013 (Day)
Clayton Second semester 2013 (Day)
Coordinator(s)Dr Mauricio Palmeira


The purpose of this unit is to offer a broad appreciation of academic marketing research and to provide an understanding of the Honours year. The unit offers the opportunity to read widely in marketing theory with the intention of identifying a potential research project. The unit is taught through the seminar method and students will read from leading marketing journals and the business press. Seminars will be offered by staff members or visiting academics. The unit will introduce students to critical analysis of marketing theory with a view to assessing research topics and encourage/facilitate the development of independent research.


The learning goals associated with this unit are to:

  1. develop and enhance appropriate research reading and analytical skills in marketing theory
  2. develop critical reading skills
  3. develop an understanding of the Honours year
  4. provide opportunity for highly able students to spend time with research active staff.


Within semester assessment: 100%

Chief examiner(s)

Contact hours

2 hours per fortnight plus 2 hours weekly directed reading


Students of honours standard will be invited to enrol in this unit.