MKS5955 - Marketing and the international consumer - 2018

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

Chief examiner(s)

Dr Gustav Puth (Term 2)
Professor HB Klopper (Trimester 3)

Unit guides


South Africa

  • Term 2 2018 (On-campus block of classes)
  • Trimester 3 2018 (On-campus block of classes)


MKF5916Not offered in 2018, MKX5955, MKX9160, MKX9550, MKZ5955, MKM5955


Marketing activities undertaken by organisations; value exchange concepts and processes; the marketing concept from a strategic and applied perspective; development of corporate and marketing strategic plans; analysis of an organisation's SBUs, product strategies and product development; use of marketing decision making tools at an applied and strategic level; distribution, pricing and communication mix strategies; services marketing, individual and organisational buyer behaviour, marketing research and market analysis; marketing management, implementation and control processes and procedures with emphasis on international aspects of marketing and consumer behaviour.


The learning goals associated with this unit are to:

  1. evaluate market based information, using it to plan and develop marketing strategies
  2. understanding the behaviour of consumers and their role in value creation
  3. explain how value is created using elements of the marketing mix strategies
  4. discuss the role of brand strategies and customer relationship management in value creation
  5. discuss the application of strategic planning tools in developing a marketing mindset, using marketing metrics.


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