Marketing theory and practice
Mr Ian Walker
6 points
* One 2-hour lecture and one 1-hour tutorial per week
*
First, Second semester
* Caulfield, in-house
Objectives On completion of this subject students should be able to recognise the role of marketing, marketing management and marketing strategy; identify marketing management decisions and how marketing fits into an organisational environment, understand the theoretical principles upon which the practice of marketing is based; and apply these principles in analysing a range of marketing, strategic marketing and management problems.
Synopsis The subject is designed to develop an in-depth understanding of the fundamental concepts of marketing and the marketing activities undertaken by business and non-business organisations; the marketing concept in business from a strategic and applied perspective; development of corporate and marketing strategic plans; analysis of an organisations SBUs, product strategies and product development; use of marketing decision making tools at both 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.
Assessment Assignment one: 15%
* Assignment two (part 1): 15%
*
Assignment two (part 2): 30%
* Examination (2 hours): 40%
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