Leader: Associate Professor Peter Reed and Dr Ron Lane
Caulfield First semester 2006 (Evening)
Caulfield Second semester 2006 (Evening)
Caulfield Second semester 2006 (On-campus)
Synopsis: This unit provides students with an understanding of the key concepts of marketing and an insight into the role of marketing in contemporary business organisations. The unit is presented within a marketing planning framework in which marketing theories and concepts focus on the practical need of developing and implementing effective marketing strategies. It provides a foundation for MBA students wishing to undertake a range of electives in such areas as service marketing, international marketing, logistics and other marketing specialisations.
Assessment: Team-based marketing plan: Project 1 - 20% + Project 2 - 25% + Participation - 5% + Examination: 50% + Students must achieve 45% in the examination component in order to pass the unit.
Contact Hours: 39 contact hours
Prerequisites: Students must be enrolled in the MBA program