Faculty of Business and Economics

Monash University

Postgraduate - Unit

This unit entry is for students who completed this unit in 2014 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
Organisational UnitDepartment of Marketing
OfferedCaulfield Second semester 2014 (On-campus split block of classes)
Coordinator(s)Associate Professor Jan Brace-Govan


Contemporary marketing leaders have to engage with diverse and compelling social issues. This is regardless of the sector in which marketing leaders operate - private, public, or civil society. Hence, awareness of contemporary social issues and the role of marketing in addressing these is a critical part of the modern marketing toolkit. The approach will define the marketer's contribution as responsible and effective global leaders. In this unit you will explore various marketing concepts, frameworks and techniques ranging from social marketing to macromarketing and transformative consumer research, which can help develop such awareness and facilitate informed decision making. A high level of understanding of marketing concepts will be assumed.


The learning goals associated with this unit are to:

  1. identify and assess the challenges the broader society presents to the marketplace
  2. critically evaluate complex, contradictory social phenomena from a marketing perspective
  3. demonstrate sensitive, innovative solutions utilising a modern marketing toolkit.


Within semester assessment: 70%
Examination: 30%

Chief examiner(s)

Workload requirements

Minimum total expected workload equals 144 hours per semester


Students must be enrolled in course 2276 and must have passed 48 credit points.