Authorised by Academic Registrar, April 1996
Objectives To extend the students knowledge to leading edge and contemporary issues on marketing theory and practice.
Synopsis This subject is the capstone subject for the masters program and examines policy issues current and emerging. It draws on key strategic analysis, the impact of technology on marketing and implementation of strategy within the organisation. It involves a critical review of current marketing directions and critique of traditional theories. Topics within the subject include relationship marketing, exchange theory and process, quality management, customer service and the comparison to the traditional 4 Ps approach.
Assessment Assignment (5000 words): 40% + Participation: 20% + Case study (4000 words): 40%