Faculty of Business and Economics

Monash University

Undergraduate - 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.

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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.

FacultyFaculty of Business and Economics
Organisational UnitDepartment of Marketing
OfferedNot offered in 2015
Coordinator(s)Dr Fiona Newton


This unit is designed to enable students to understand how to define an organisation's stakeholders and then explore how the motivation, needs, perception, and attitudes of different stakeholders can influence the way in which businesses configure their services/ products and communicate value to their stakeholders. The issues of group influences on stakeholder behaviour and the importance of market segmentation are also examined, along with an overview of how decision making units operate in B2B and B2C environments. These core issues are consistently related back to the ways in which businesses position, price, promote and place their products/services in the marketplace.


The learning goals associated with this unit are to:

  1. effectively recognise, define, describe, and analyse the different needs, motivations, perceptions, and attitudes of stakeholders
  2. demonstrate a detailed understanding of the ways in which different types of groups can influence stakeholder behaviour
  3. develop an understanding of how decision making units can operate in B2B and B2C environments
  4. be able to identify and describe 'market segments' and develop marketing strategies to address the needs of the various stakeholders identified.
  5. explore the importance of communication in relationship building and in developing brand loyalty
  6. understand and critically evaluate how different types of stakeholder behaviour can influence the ways in marketing communications are formulated and transmitted.


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

Chief examiner(s)


Students must have passed MKP1120 before undertaking this unit.