MKS1120 - Marketing theory and practice

Overview

This unit provides an introduction to marketing activities undertaken by business, government, profit and non profit organisations. It explores marketing theory, the marketing concept and its evolution from a strategic and applied perspective, development of corporate and marketing strategic plans, analysis of an organisation and marketing's role, value-exchange processes, buyer behaviour, marketing research and market analysis, the marketing environment, the use of marketing decision making tools, product concepts, strategies and development, distribution, pricing and communication mix strategies, services marketing, marketing management, and implementation and control processes and procedures.

Offerings

SSB-01-SAFRICA-BLOCK-ON

Requisites

Prohibition

Contacts

Chief Examiner(s)

Ms Cynthia Bedwei-Majdoub

Learning outcomes

On successful completion of this unit, you should be able to:

describe the key concepts upon which the practice of marketing is based

recognise these concepts in the marketplace and in everyday life

discuss the role and influence of marketing in the organisational environment

discuss how key marketing concepts can be used in analysing a range of marketing problems.

Teaching approach

Active learning

This unit will be taught as a 2 hour lecture and 1 hour tutorial each week for 12 weeks. All students in this unit are expected to develop the independent learning skills required for university study and professional life. All students must ensure they have access to the resources required for successful completion of this unit. The minimum resources required for this unit include the prescribed textbook, the unit online Moodle site, the Faculty Q Manual, journal articles from the Monash library data-bases and current newspaper articles. This unit adopts a teaching and learning approach that is both student-centred and research led. A student-centred approach places students at the centre of the learning process, allowing and equipping them to learn about Marketing theory and concepts through the learning materials and assessment tasks. Research-led teaching complements this approach by facilitating students’ understanding and experience of research and its contribution to the knowledge that underpins Marketing theory and concepts.

Assessment

1 - Group Report 1

2 - Online MCQ Test - Individual

3 - Group Report 2

4 - Examination

Scheduled and non-scheduled teaching activities

Lectures

Tutorials

Workload requirements

Workload

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

Learning resources

Required resources