Marketing management
Mr Siva Muthaly and Mr Manir Zaman
6 points
* Distance: approximately 12 hours per week
* First
semester
* Gippsland
Objectives The subject is aimed at providing an understanding of the marketing concept; what it involves and its relationship to society as a whole. It has been designed to serve the needs of both students majoring in marketing and students majoring in other fields but wishing to devote one or more of their optional studies to marketing.
Synopsis The subject covers the evolution of marketing theories and concepts, marketing in organisations, market planning, control and research, the environment of marketing, market segmentation, marketing mix strategy development, buying behaviour and international marketing.
Assessment Two assignments (each 2000 words): 40%
* Examination (3
hours): 60%
* Students must obtain a satisfactory result in all areas of
assessment.
Prescribed texts
McColl-Kennedy and others Marketing: Concepts and strategies 2nd edn, Nelson, 1994
| Published by Monash University, Clayton, Victoria
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