MKX5955 - Marketing and the international consumer - 2018

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. examine the concepts and theories of marketing and apply them to an international context
2. analyse, evaluate, and interpret complex and sometimes contradictory marketing phenomena in international context
3. apply the basic techniques and tools of marketing management to local and international environments
4. examine the scope and role of the marketing function and its relationship to organisational strategies and critically evaluate how functional marketing plans can be developed and implemented
5. compare and contrast various marketing theories and practices and develop recommendations for strategic action.

Within semester assessment: 60% + Examination: 40%

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