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
OfferedNot offered in 2010
Coordinator(s)Professor Mike Ewing


Some say marketing has 'borrowed' excessively from other disciplines (from both within and outside the social sciences). As a result, home-grown theories are less common in marketing as they are in management, economics, or sociology, for example. Unlike the Academy of Management Review, marketing does not have a dedicated theory journal. Notwithstanding, there is ample opportunity for the marketing discipline to consolidate and then advance its theoretical boundaries and thereby grow in both stature and rigour. This unit will equip graduate students with the necessary skills to conduct scholarly research that will legitimately advance the boundaries of marketing knowledge.


The learning goals associated with this unit are to:

  • broaden understanding of the origins and history of marketing thought, including continuities and discontinuities with the past, and introduce the major schools of marketing thought
  • consider select theories from allied disciplines outside of marketing (ie: economics, management, psychology, sociology), and from even further afield (eg: mathematics, physics, anthropology, biology, drama, etc.) and see how, if at all, these theories might be applied in marketing
  • broaden understanding of 'methods of inquiry and explanation' for the discovery and confirmation of knowledge; and of various research and explanatory philosophies within marketing and their relevance to changes in marketing directions
  • provide a broad appreciation of the critical thinking in marketing theory
  • respond appropriately to, and evaluate marketing information, interpret findings and integrate findings into a broader theoretical framework.


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

Contact hours

3 hours class contact or equivalent per week