Area: | Graduate School of Business |
Credits: | 25.0 |
Contact Hours: | 3.0 |
Lecture: | 1 x 3 Hours Weekly |
Syllabus: | Provides a practical understanding of the role of marketing in the organisation, private or public, local or global. With an up to date examination of current practice and future trends for example, the impact of e-commerce and globalisation, this unit is both exciting and practical. Topics include marketing analysis, segmentation and positioning, services marketing, pricing and financial analysis in marketing, communications, including database marketing, distribution and the role of people and processes in creating customer value. Actual development of a marketing plan is an integral part of the unit. |
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Unit Outcomes: | On successful completion of this unit, students will have - A knowledge base in the business disciplines. Integrative thinking. Innovative thinking. Implemented management concepts. Reflective thinking. Managed different perspectives. Information and technology literacy. |
Texts and references listed below are for your information only and current as of September 30, 2003. Some units taught offshore are modified at selected locations. Please check with the unit coordinator for up-to-date information and approved offshore variations to unit information before finalising study and textbook purchases. |
Unit References: | Gronroos, C. (2000), Services Management and Marketing - A Customer Relationship Management Approach. John Wiley and Sons. Hartley, R., (2001), Marketing Mistakes and Successes. 8th ed .John Wiley and Sons. Hofmeyr, J. and Rice, J., (2000) Commitment LedMarketing - The Key to Brand Profits is in the Customer's Mind. John Wiley and Sons. Phillips, M., (2000), The World's Best Online Advertising Campaigns. Canada, MacMillan. |
Unit Texts: | Kotler, P. Brown, L. Adam, S. and Armstrong, G. (2001), Marketing. 5th ed. Sydney, Prentice Hall. |
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Unit Assessment Breakdown: | Discussion (1) Marketing Orientation 15%. Discussion (2) New Product Development 15%. Individual Research Project 35%. Marketing Plan Project Proposal 5%. Marketing Plan Written Report 30%. This is by grade/mark assessment. |
Field of Education: | 80500 Sales and Marketing (Narrow Grouping) | HECS Band (if applicable): | 2 |
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Extent to which this unit or thesis utilises online information: | Fully Online | Result Type: | Grade/Mark |
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Availability
| Year | Location | Period | Internal | Area External | Central External | | 2004 | Bentley Campus | Semester 1 | Y | | | | 2004 | Perth City Campus | Trimester 1 | Y | Y | | | 2004 | Perth City Campus | Trimester 2 | Y | Y | | | 2004 | Perth City Campus | Trimester 3 | Y | Y | | | 2004 | Open University HK | Trimester 1A | Y | | | | 2004 | S'pore HR Institute | Trimester 2A | Y | | |
Area
External | refers to external course/units run by the School or Department, offered online or through Web CT, or offered by research. |
Central
External | refers to external course/units run through the Curtin Bentley-based Distance Education Area |
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