Undergraduate - UnitMKW1120 - Marketing theory and practice

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.

Level	Undergraduate
Faculty	Faculty of Business and Economics
Organisational Unit	Department of Marketing
Offered	Malaysia First semester 2015 (Day) Malaysia Second semester 2015 (Day) South Africa Second semester 2015 (Day) Malaysia October intake 2015 (Day) Malaysia Summer semester A 2015 (Day) South Africa Summer semester B 2015 (On-campus block of classes)
Coordinator(s)	Dr Fandy Tjiptono (First Semester); Ms Vimala Kunchamboo (Second semester); Associate Professor Brian Low (Summer Semester)

Synopsis

Introduction to marketing activities undertaken by business, government, profit, non profit organisations. Marketing theory, the marketing concept and its evolution from a strategic and applied perspective; development of corporate and marketing strategic plans; analysis of an organisation and marketing's role, value-exchange processes, buyer behaviour, marketing research and market analysis, the marketing environment, the use of marketing decision making tools; product concepts, strategies and development; distribution, pricing and communication mix strategies; services marketing; marketing management, implementation and control processes and procedures.

Outcomes

The learning goals associated with this unit are to:

describe the key concepts upon which the practice of marketing is based
recognise these concepts in the marketplace and in everyday life
discuss the role and influence of marketing in the organisational environment
discuss how key marketing concepts can be used in analysing a range of marketing problems.

Assessment

Within semester assessment: 50%
Examination: 50%

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.

Chief examiner(s)

Dr Fandy TjiptonoMs Vimala KunchambooAssociate Professor Brian Low (Summer Semester)

Prohibitions

MKB1200, MKC1200, MKF1120, MKG1120, MKP1120