MKX4050 · Marketing theory

Overview

Theory in marketing covers three broad levels; consumer, firm, and society. It also incorporates a number of different schools of thought developed over various eras. This unit is designed to give you an integrative introduction to marketing theory that spans these levels of analysis and streams of thought. The unit will also provide an introduction to the tools of constructing theory, and equip you with theory-building skills to conduct scholarly research that will legitimately advance the boundaries of marketing knowledge.

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. acquire basic historical understanding of the development of marketing theory
2. understand the major streams of thought in marketing and appreciate the differences in philosophy and method between these perspectives
3. be able to begin developing research ideas that make a theoretical contribution to existing literature
4. apply critical thinking in marketing theory to interpret and integrate disparate findings into a broader theoretical framework
5. apply marketing theory developments to practical marketing problems (most readily through the Honours thesis but more broadly if necessary).

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.