Skip to content | Change text size
Handbooks Courses Units Related information

MKC3120 - Marketing implementation

6 points, SCA Band 3, 0.125 EFTSL

Undergraduate Faculty of Business and Economics

Leader(s): Mr Peter Scholem


Clayton Second semester 2009 (Day)


Introduction to the recent literature relating to implementation, evaluation and control of marketing strategies. Current concepts, theories and applications are addressed in the areas of market orientation, internal marketing, customer service and loyalty issues in marketing, brand equity, relationship marketing, marketing productivity analysis, marketing financial performance analysis, marketing organisation, database marketing, the use of technology information processes and marketing performance assessment.


Within semester assessment: 60%
Examination (3 hours): 40%

Contact hours

3 hours class contact or equivalent per week



[an error occurred while processing this directive]