Faculty of Business and Economics

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

Postgraduate - Unit

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


Business and Economics

Organisational Unit

Department of Marketing


Dr Dominic Thomas



  • First semester 2016 (Evening)


This unit provides students with an in-depth exposure to contemporary issues in marketing and in particular to the relationship between observed marketing practice and extant marketing theory. Taught in seminar format, the unit requires significant interaction between students and presenters.


The learning goals associated with this unit are to:

  1. recognise and evaluate some of the contemporary issues facing organisations and particularly marketers and marketing in today's dynamic marketplace
  2. examine how traditional marketing theory, structures, concepts, techniques and practices may become emerging issues, transformed by new knowledge or impacted by alternative perspectives
  3. explain a number of contemporary issues and their impact in detail
  4. analyse existing literature to gain insight into selected current and future issues that will impact business and marketing in particular
  5. recommend and compose responses to existing or potential marketing issues.


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)


MKX9160 or MKF5916 or be enrolled in course 4431.