units

MKS1120

Faculty of Business and Economics

18 September 2017 20 April 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

Offered

South Africa

  • Second semester 2016 (Day)
  • Summer semester B 2016 (On-campus block of classes)

Synopsis

This unit provides an introduction to marketing activities undertaken by business, government, profit and non profit organisations. It explores 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, and implementation and control processes and procedures.

Outcomes

The learning goals associated with this unit are to:

  1. describe the key concepts upon which the practice of marketing is based
  2. recognise these concepts in the marketplace and in everyday life
  3. discuss the role and influence of marketing in the organisational environment
  4. 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.

See also Unit timetable information

Chief examiner(s)

Associate Professor Ilse Niemann Struweg

Prohibitions

MKB1200, MKC1200, MKF1120, MKG1120, MKP1120, MKW1120.