MKF9780

Marketing: concept and strategies

Ms Susan Manson

6 points
* One 3-hour class per week
* First and second semester
* Caulfield, Distance

Objectives On completion of this subject students should be able to recognise the significance of marketing management and strategic marketing to an organisation; be able to identify marketing management tasks and how marketing fits into the organisational environment; understand the theoretical principles upon which the practice of marketing is based and apply these principles in analysing a range of strategic marketing and management problems.

Synopsis Topics include an in-depth understanding of the fundamental concepts of marketing and the marketing activities undertaken by business and non-business organisations; marketing decision variables; the development of corporate and marketing strategic plans; product strategies and product development; the use of marketing decision-making tools; distribution, pricing and communication mix strategies; services marketing, individual and organisational buyer behaviour, marketing research and market analysis; marketing management, implementation and control procedures and processes.

Assessment Assignment one: 20%; Assignment two (part 2): 5%
* Assignment two (part 2): 35%
* Examination (2 hours): 40%