Faculty of Business and Economics

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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


Mr Nicholas GrigoriouDr Agung Sembada (Second Semester)



  • First semester 2016 (Day)
  • Second semester 2016 (Evening)


Marketing is a means by which organisations create value for their stakeholders within pre-determined objectives. Marketing is widely accepted as a means for delivering greater levels of customer satisfaction, profitability, and sustainability within both a tactical and strategic framework. This unit will prepare graduates for the development, implementation and control processes and procedures of strategic marketing management plans for products and services of an organisation.


The learning goals associated with this unit are to:

  1. facilitate understanding of the conceptual framework of marketing in value creation and its many applications in decision making under various environmental constraints and with an Asia Pacific focus
  2. evaluate market based information, using it to plan and develop marketing strategies
  3. understand the behaviour of consumers and their role in value creation
  4. understand how value is created using elements of the marketing mix strategies
  5. understand the role of brands in value creation
  6. apply strategic planning tools in developing a marketing mindset.


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.

See also Unit timetable information

Chief examiner(s)


MKX9550, MKX5955, MKS5955, MKZ5955