MKF5955 Marketing management: Theory and practice
Faculty of Business and Economics
MKF5955 Marketing management: Theory and practice is a level 5, 6-credit-point, postgraduate unit from the Faculty of Business and Economics, offered in 2020 in Semester 1, Winter, Semester 2 and Summer B at Caulfield. It has no prerequisites and unlocks 1 unit.
- Credit points
- 6
- Offered in 2020
- Semester 1, Winter, Semester 2, Summer B
- Caulfield
- Assessment
- Exam 40%
- and 2 other tasks
- Workload
- 144 hours
- per semester
This is the 2020 handbook entry. See the 2027 entry.
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Requisites
Before MKF5955
Prohibitions
You can't enrol if you have passed any of these.
After MKF5955
1 unit list MKF5955 as a prerequisite or corequisite.
Enrolment rules
If you are enrolled in course B6010 you are prohibited to undertake this unit.
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 in 2020
| Teaching period | Campus | Mode |
|---|---|---|
| First semester | Caulfield | On campus |
| Winter semester (Extended) | Caulfield | On campus |
| Second semester | Caulfield | Evening |
| Summer semester B | Caulfield | Block on |
| November teaching period | Caulfield | On campus |
Assessment
- Within semester assessment60%
- ExaminationThreshold hurdle40%
- Within semester assessment100%
Learning outcomes
When you finish this unit, you should be able to:
- 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 and teaching
- Workshops24 hours
- Teaching approachPeer assisted learning
- Teaching approachProblem-based learning
- Teaching approachOnline learning
- Teaching approachActive learning
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
Kotler, Philip, and Kevin L. Keller. (2016), Marketing Management (15th edition), Frenchs Forest, NSW: Pearson Education Australia.
Where it fits
MKF5955 is part of 1 area of study in the 2020 handbook.
Contacts
- Chief Examiners
- Dr Jeff Wang
Common questions
What are the prerequisites for MKF5955?
MKF5955 has no prerequisites, but enrolment rules apply.
What can I take after MKF5955?
MKF5955 is a prerequisite or corequisite for 1 unit, including MKF5391.
When is MKF5955 offered?
In 2020, MKF5955 runs in Semester 1, Winter, Semester 2 and Summer B at Caulfield.
How much work is MKF5955?
The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.
Does MKF5955 have an exam?
Yes. The exam is worth 40% of the final mark, alongside 2 other tasks.
Which majors and minors include MKF5955?
MKF5955 is part of Marketing.