Faculty of Business and Economics

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Monash University Handbook 2010 Undergraduate - Unit

6 points, SCA Band 3, 0.125 EFTSL

FacultyFaculty of Business and Economics
OfferedClayton Second semester 2010 (Day)
Coordinator(s)Dr Sumesh Nair


This subject builds on the concepts and issues covered in MKC1200 Principles of marketing. It emphasises the role of marketing management in contemporary organisations, with particular focus on the marketing planning role and the formulation of marketing strategies.


The learning goals associated with this unit are to:

  • describe the scope of the marketing management function and its role within organisations
  • analyse the external and internal environments of an organisation
  • devise appropriate marketing strategies within the marketing planning process
  • convince a manager to adopt a proposed marketing plan based on written and oral submissions


Within semester assessment: 50%
Examination (2 hours): 50%

Chief examiner(s)

Sumesh Nair

Contact hours

3 hours class contact or equivalent per week


A minimum of 48 credit points, including MKC1200 and one other marketing unit.


MKF3121, MKW3121