MKX4050 Marketing theory
Faculty of Business and Economics
MKX4050 Marketing theory is a level 4, 6-credit-point, undergraduate unit from the Faculty of Business and Economics, offered in 2026 in Semester 1 at Caulfield. It has no prerequisites and unlocks 1 unit.
- Credit points
- 6
- Offered in 2026
- Semester 1
- Caulfield
- Assessment
- No exam
- 2 tasks
- Workload
- 144 hours
- per semester
This is the 2026 handbook entry. See the 2027 entry.
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Requisites
Before MKX4050
No prerequisites or corequisites besides the enrolment rules below.
After MKX4050
1 unit list MKX4050 as a prerequisite or corequisite.
Enrolment rules
You must be enrolled in course B3701, B6010 or B6023 to undertake this unit.
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 in 2026
| Teaching period | Campus | Mode |
|---|---|---|
| First semester | Caulfield | On campus, block |
Assessment
- Presentation30%
- Written70%
Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.
Learning outcomes
When you finish this unit, you should be able to:
- 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 and teaching
- Workshops24 hours
- Teaching approachResearch activities
- 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. 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.
This unit allows you to develop your research skills by engaging in structured inquiry using a systematic approach and discipline-specific methodologies.
This unit engages you in actively applying your knowledge, skills and attributes in interactive, collaborative and reflective activities.
Where it fits
MKX4050 is part of 2 areas of study in the 2026 handbook.
Contacts
- Chief Examiners
- Dr Yimin Cheng
Common questions
What are the prerequisites for MKX4050?
MKX4050 has no prerequisites, but enrolment rules apply.
What can I take after MKX4050?
MKX4050 is a prerequisite or corequisite for 1 unit, including MKX4040.
When is MKX4050 offered?
In 2026, MKX4050 runs in Semester 1 at Caulfield.
How much work is MKX4050?
The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.
Does MKX4050 have an exam?
No. MKX4050 has 2 assessment tasks and no exam.
Which majors and minors include MKX4050?
MKX4050 is part of Marketing and Marketing studies.