units

MKX5751

Faculty of Business and Economics

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Monash University Handbook 2011 Postgraduate - Unit

6 points, SCA Band 3, 0.125 EFTSL

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.

LevelPostgraduate
FacultyFaculty of Business and Economics
OfferedNot offered in 2011

Synopsis

This unit deals with meeting customers' needs through the process of delivering value. Delivering value can take place either for products that are physically moved or in services where the encounter itself is a value delivery experience. This unit discusses how organisations can use the value paradigm to optimise their interactions with channel members and ultimately customers to maximise value for all parties in the relationship.

Objectives

The learning goals associated with this unit are to:

  1. describe how value is delivered
  2. define the role of the marketing channel in value delivery
  3. describe the nature of a marketing channel and explain how channels are used
  4. describe how channels deliver customer value
  5. describe alternative channel structures and give reasons for the selection of different structures.

Assessment

Within semester assessment: 60%
Examination (2 hours): 40%

Contact hours

3 hours per week

Prerequisites

MKX9160 or students enrolled in course 3802 have no prerequisites.