Faculty of Business and Economics

Undergraduate - Unit

This unit entry is for students who completed this unit in 2013 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

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6 points, SCA Band 3, 0.125 EFTSL

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FacultyFaculty of Business and Economics
Organisational UnitDepartment of Marketing
OfferedCaulfield First semester 2013 (On-campus split block of classes)
Coordinator(s)Associate Professor Srinivas Sridharan


Theory in marketing covers three broad levels; consumer, firm, and society. It also incorporates a number of different schools of thought developed over various eras. This unit is designed to give you an integrative introduction to marketing theory that spans these levels of analysis and streams of thought. The unit will also provide an introduction to the tools of constructing theory, and equip students with theory-building skills to conduct scholarly research that will legitimately advance the boundaries of marketing knowledge.


The learning goals associated with this unit are to:

  1. acquire basic historical understanding of the development of marketing theory
  2. understand the major streams of thought in marketing and appreciate the differences in philosophy and method between these perspectives
  3. be able to begin developing research ideas that make a theoretical contribution to existing literature
  4. apply critical thinking in marketing theory to interpret and integrate disparate findings into a broader theoretical framework
  5. apply marketing theory developments to practical marketing problems (most readily through the Honours thesis but more broadly if necessary).


Within semester assessment: 60%
Examination: 40%

Chief examiner(s)

Contact hours

3 hours per week