MKX1120

Marketing theory and practice

Mr Don Bradmore

6 points
* One 2-hour lecture and one 1-hour tutorial per week
* First and second semester
* Caulfield and Peninsula
* Singapore
* Open Learning Australia

Objectives On completion of this subject students should be able to define the marketing concept in relation to the marketing management process; identify all of the elements associated with the marketing management process, including the marketing mix and a range of marketing tools; describe a marketing information system in relation to the marketing research process; describe the buyer behaviour process as it applies to consumer, industrial and services markets; define a market and develop a market segmentation strategy; explain marketing activity in relation to services, places, ideas and internationalisation; develop an appreciation of the social responsibilities of marketers in relation to ethical practices.

Synopsis Topics include the history of marketing and the development of the marketing concept; the analysis of marketing situations into organisation, market, competition, resources supply, regulation, pressure group and economics components; marketing strategy; tactical marketing including the product, pricing, packaging, advertising, direct mail, merchandising, sales promotion, selling, distribution and after sales service; organising and controlling marketing.

Assessment Group assignment 1 (Situation analysis): 15%
* Group assignment (2) (Product plan): 20%
* Presentation/participation: 10%
* Mid semester test: 10%
* Tutorial attendance/summaries: 5%
* Examination: 40%