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
OfferedMalaysia First semester 2014 (Day)
Malaysia Second semester 2014 (Evening)
Coordinator(s)Mr Nicholas Grigoriou


Marketing is a means by which organisations create value for their stakeholders within pre-determined objectives. Marketing is widely accepted as a means for delivering greater levels of customer satisfaction, profitability, and sustainability within both a tactical and strategic framework. This unit will prepare graduates for the development, implementation and control processes and procedures of strategic marketing management plans for products and services of an organisation.


The learning goals associated with this unit are to:

  1. facilitate understanding of the conceptual framework of marketing in value creation and its many applications in decision making under various environmental constraints and with an Asia Pacific focus
  2. evaluate market based information, using it to plan and develop marketing strategies
  3. understand the behaviour of consumers and their role in value creation
  4. understand how value is created using elements of the marketing mix strategies
  5. understand the role of brands in value creation
  6. apply strategic planning tools in developing a marketing mindset.


Within semester assessment: 50%
Examination: 50%

Chief examiner(s)

Workload requirements

3 hours per week


MKX9550, MKX5955, MKS5955, MKZ5955