units

MKX5760

Faculty of Business and Economics

Postgraduate - 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.

print version

6 points, SCA Band 3, 0.125 EFTSL

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LevelPostgraduate
FacultyFaculty of Business and Economics
Organisational UnitDepartment of Marketing
OfferedNot offered in 2013
Coordinator(s)Dr Jan Brace-Govan

Synopsis

Marketing in the non-profit and public sectors frequently engages with diverse and compelling social issues where social marketing is often used to address specific problems. In this unit you will explore how marketing concepts, frameworks and techniques developed for commercial marketers can help solve social and non-profit marketing problems. The similarities and differences to commercial marketing are discussed and the challenges marketing faces in this environment are assessed. The unique features of third sector and social marketing are the focus and a basic understanding of marketing concepts will be assumed.

Outcomes

The learning goals associated with this unit are to:

  1. identify and assess the challenges the social environment presents to marketing
  2. analyse, evaluate, and interpret complex and sometimes contradictory phenomena from a marketing perspective
  3. critically evaluate the literature in non-profit, public sector and social marketing.

Assessment

Within semester assessment: 70%
Examination: 30%

Chief examiner(s)

Contact hours

3 hours per week

Prerequisites

Students must have passed one of the following units: MKX9160, MKX9550, MBA9006 or MKX5461.