MKB3803 - Stakeholder marketing - 2019

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

Chief examiner(s)

Dr Stephen Saunders


Dr Stephen Saunders

Unit guides



  • First semester 2019 (On-campus)


MKB1700 or MGB1010 or equivalent


Marketing involves communicating and engaging with many different stakeholders including customers, clients, internal partners, regulators and special interest groups.

Students taking this unit will gain a systemic understanding of the roles and functions of different marketing stakeholders. Students will also learn how to analyse and map the complex exchange relationships between a business and its internal and external stakeholders; and develop communication and engagement strategies. The ability to effectively communicate and engage with different stakeholders is highly sought after in industry.


The learning goals associated with this unit are to:

  1. understand the roles and functions of different marketing stakeholders
  2. identify and map the relationships between a business and its stakeholders
  3. conduct a marketing stakeholder analysis
  4. develop communication and engagement strategies for internal and external stakeholder groups


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