MKX4050 - Marketing theory - 2017

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.


Business and Economics

Organisational Unit

Department of Marketing


Dr Erica Brady

Unit guides



  • First semester 2017 (Day)


Theory in marketing covers three broad levels; consumer, firm, and society. It also incorporates a number of different schools of thought developed over various eras. This unit is designed to give you an integrative introduction to marketing theory that spans these levels of analysis and streams of thought. The unit will also provide an introduction to the tools of constructing theory, and equip students with theory-building skills to conduct scholarly research that will legitimately advance the boundaries of marketing knowledge.


The learning goals associated with this unit are to:

  1. acquire basic historical understanding of the development of marketing theory
  2. understand the major streams of thought in marketing and appreciate the differences in philosophy and method between these perspectives
  3. be able to begin developing research ideas that make a theoretical contribution to existing literature
  4. apply critical thinking in marketing theory to interpret and integrate disparate findings into a broader theoretical framework
  5. apply marketing theory developments to practical marketing problems (most readily through the Honours thesis but more broadly if necessary).


Within semester assessment: 100%

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)


Students must be enrolled in course B6010, 0181, 2276 or 4431.