Postgraduate - UnitMKX9550 - Marketing and the international consumer

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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Level	Postgraduate
Faculty	Faculty of Business and Economics
Organisational Unit	Department of Marketing
Offered	Caulfield First semester 2013 (Evening) Sunway First semester 2013 (Day) Caulfield Second semester 2013 (Evening) Sunway Second semester 2013 (Evening)
Coordinator(s)	Mr Nick Grigoriou (Malaysia); Mr Kimble Montagu (Caulfield)

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.

Outcomes

The learning goals associated with this unit are to:

examine the concepts and theories of marketing and apply them to an international context
analyse, evaluate, and interpret complex and sometimes contradictory marketing phenomena in international context
apply the basic techniques and tools of marketing management to local and international environments
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
compare and contrast various marketing theories and practices and develop recommendations for strategic action.