MKI5955 · The theory and practice of innovative marketing

Overview

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.

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

Learning outcomes

1. examine the concepts and theories of marketing and apply them to an international context
2. analyse, evaluate and interpret complex and sometimes contradictory marketing phenomena in international context
3. apply the basic techniques and tools of marketing management to local and international environments
4. examine the scope and role of the marketing function and its relationship to organisational strategies and critically evaluate how functional marketing plans can be developed and implemented
5. compare and contrast various marketing theories and practices and develop recommendations for strategic action.

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.