units

MKS5955

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
OfferedSouth Africa First semester 2014 (Day)
South Africa Second semester 2014 (Day)
Coordinator(s)Associate Professor Hb Klopper

Synopsis

Marketing activities undertaken by 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 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 with emphasis on international aspects of marketing and consumer behaviour.

Outcomes

The learning goals associated with this unit are to:

  1. evaluate market based information, using it to plan and develop marketing strategies
  2. understanding the behaviour of consumers and their role in value creation
  3. explain how value is created using elements of the marketing mix strategies
  4. discuss the role of brand strategies and customer relationship management in value creation
  5. discuss the application of strategic planning tools in developing a marketing mindset, using marketing metrics.

Assessment

Within semester assessment: 50%
Examination: 50%

Chief examiner(s)

Workload requirements

Minimum total expected workload equals 144 hours per semester

Prohibitions

MKF5916, MKX5955, MKX9160, MKX9550, MKZ5955, MKM5955