units

MKC3140

Faculty of Business and Economics

18 September 2017 22 November 2024

print version

This unit entry is for students who completed this unit in 2016 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.

Monash University

6 points, SCA Band 3, 0.125 EFTSL

Undergraduate - Unit

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

Faculty

Business and Economics

Organisational Unit

Department of Marketing

Coordinator(s)

Professor Felix Mavondo

Offered

Clayton

  • Second semester 2016 (Day)

Synopsis

This unit forms the capstone of the marketing major and integrates the conceptual knowledge and skills developed in earlier marketing units and sharpens students' abilities to evaluate and implement marketing strategies. Particular emphasis is placed on implementing marketing, from action plans at the functional level through to creating a market oriented organisational culture.

Outcomes

The learning goals associated with this unit are to:

  1. discuss the issues associated with implementing marketing and marketing strategies within an organisation
  2. advocate the role of marketing and a marketing orientation within organisations
  3. identify, analyse and apply appropriate measurement criteria to assess the implementation and effectiveness of marketing strategies
  4. recommend appropriate implementation, monitoring and control plans for functional level marketing strategies
  5. evaluate and demonstrate the contribution marketing makes within the organisation.

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)

Professor Felix Mavondo

Prerequisites

MKC3110

Prohibitions

MKC3120, MKF3121