units

MKF5916

Faculty of Business and Economics

Postgraduate - Unit

This unit entry is for students who completed this unit in 2014 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

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

LevelPostgraduate
FacultyFaculty of Business and Economics
Organisational UnitDepartment of Marketing
OfferedCaulfield First semester 2014 (Off-campus)
Caulfield First semester 2014 (Evening)
Caulfield Second semester 2014 (Off-campus)
Caulfield Second semester 2014 (Evening)
Coordinator(s)Mr Terry Grant (First semester);Professor Hean Tat Keh (Second semester)

Synopsis

Marketing activities undertaken by business and non-business organisations; value exchange concepts and processes; the marketing concept from a strategic and applied perspective; development of corporate and marketing strategic plans; analysis of an organisation's SBUs, product strategies and product development; use of marketing decision making tools at both an applied and strategic level; distribution, pricing and communication mix strategies; services marketing, individual and organisational buyer behaviour, marketing research and market analysis; marketing management, implementation and control processes and procedures.

Outcomes

The learning goals associated with this unit are to:

  1. examine the role and influence of marketing in the context of the modern business
  2. explain the key concepts, models and theories upon which the practice of marketing is based
  3. apply key concepts, models and theories in the development of marketing plans and marketing planning
  4. assess the marketing challenges facing firms in a more competitive global market place.

Assessment

Within semester assessment: 60%
Examination: 40%

Chief examiner(s)

Dr Margaret Matanda (First semester)
Professor Hean Tat Keh (Second semester)

Workload requirements

Minimum total expected workload equals 144 hours per semester

Prohibitions

MKX9550, MKX5955, MKX9160