MKF5402 · Theories in marketing 2

Overview

This unit is designed to provide you with exposure to the major theories in marketing on three sub-disciplines of marketing – marketing strategy, business-to-business marketing, and marketing models. This will include a discussion of classical and recent research in the sub-disciplines of marketing. The unit will provide you with a working knowledge of the important substantive topics and conceptual ideas that underlie research in these sub-disciplines. The unit will be delivered by a team of academics who are experts in these sub-disciplines. A set of required readings will be assigned ahead of each seminar. You will discuss and critique these readings, thus not only expanding their understanding of the marketing discipline but also developing critical analytical skills. You will also generate ideas for further research and formulate a research proposal.

Offerings

Assessment

The Handbook does not list a final examination among the assessment items. That is not a guarantee there is none.

Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.

Requisites

The Handbook lists no prerequisite, corequisite or prohibition for this unit.

Learning outcomes

1. Understand the seminal classic and recent articles in marketing sub-disciplines of marketing strategy, business-to-business marketing and marketing models
2. Analyse and critique research papers from different sub-disciplines in marketing
3. Acquire effective academic presentation and writing skills
4. Apply the knowledge acquired from critical analysis of the extant marketing literature to formulate new research ideas.

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. You are expected to complete all pre-class activities prior to your scheduled class, and post-class activities should be completed after your scheduled class. Learning activities may include a combination of teacher directed, peer directed and online engagement activities.

Student experience, not official rules. Nothing here changes what the Handbook says.