Faculty of Business and Economics

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Monash University Handbook 2010 Postgraduate - Unit

6 points, SCA Band 3, 0.125 EFTSL

FacultyFaculty of Business and Economics
OfferedCaulfield Summer semester A 2010 (Day)
Coordinator(s)Dr Sandra Luxton


This program is designed to expose students to the thinking of some of Australia's leading marketers. Students are expected to gain an in-depth understanding of critical factors that impact on marketing strategy decision making including marketing communication, branding, sponsorship, globalisation, research, customer services and retailing within the context of the Australian domestic business environment. In addition to the standard unit fees payable for this unit, students are required to pay for airfares, transfer and accommodation.


The learning goals associated with this unit are to:

  • examine the key domestic marketing strategies and key marketing functions impacting on Australian businesses
  • understand the various components and elements of bench mark marketing strategies and practices
  • analyse key marketing theories and frameworks and their application in specific industries.


Within semester assessment: 100%

Contact hours

Participation in a two day study block prior to the study tour.
Company visits and group seminars: 20 hours.
Post program: 1 day study block of 6 hours.


MKX5461 or MKX9160 and 30 points from graduate marketing units.