units

MKF5505

Faculty of Business and Economics

18 September 2017 19 April 2024
Monash University

Postgraduate - Unit

This unit entry is for students who completed this unit in 2015 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

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.

LevelPostgraduate
FacultyFaculty of Business and Economics
Organisational UnitDepartment of Marketing
OfferedNot offered in 2015

Synopsis

This unit will examine marketing activities undertaken by organisations with a special emphasis on the healthcare industry. It provides an introduction of marketing concepts and techniques covering aspects like value exchange, development of corporate and marketing strategic plans, product and service development, the use of marketing decision making tools and fundamentals of consumer behaviour.

Outcomes

The learning goals associated with this unit are to:

  1. examine the concepts and theories of marketing and apply them to health administration and healthcare
  2. apply key techniques and tools of marketing management to healthcare environment
  3. 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 in the healthcare context
  4. assess the marketing challenges facing firms in a more competitive global market place.

Assessment

Within semester assessment: 60%
Examination: 40%

Workload requirements

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

See also Unit timetable information