Note: This is an archived Handbook entry from 2009. Search for this in the current handbook
|Dates & Locations:|| |
This subject has the following teaching availabilities in 2009:For information about these dates, click here.
|Time Commitment:||Contact Hours: 24 hours of lectures/seminars/workshops/individual supervision |
Total Time Commitment: Not available
|Recommended Background Knowledge:||None|
|Non Allowed Subjects:||None|
|Core Participation Requirements:||
For the purposes of considering request for Reasonable Adjustments under the Disability Standards for Education (Cwth 2005), and Student Support and Engagement Policy, academic requirements for this subject are articulated in the Subject Overview, Learning Outcomes, Assessment and Generic Skills sections of this entry.
It is University policy to take all reasonable steps to minimise the impact of disability upon academic study, and reasonable adjustments will be made to enhance a student's participation in the University's programs. Students who feel their disability may impact on meeting the requirements of this subject are encouraged to discuss this matter with a Faculty Student Adviser and Student Equity and Disability Support: http://services.unimelb.edu.au/disability
|Subject Overview:||This subject introduces the basic theoretical framework of marketing including segmentation, buyer behaviour, product management, market communications, channel management and pricing decisions. Students are also introduced to basic concepts in market research, management or marketing programs and marketing ethics.|
|Assessment:||One-hour test (20%) Assignments of not more than 1500 words (30%) Field project investigation report of 3000 words (50%)|
|Breadth Options:|| |
This subject is not available as a breadth subject.
|Fees Information:||Subject EFTSL, Level, Discipline & Census Date|
|Generic Skills:|| |
Students who successfully complete this subject should:
Understand the value of marketing activities and of a marketing orientation in organisations
Acquire a working understanding of the marketing process and its application in private and public sector contexts
Develop the ability to apply problem-solving techniques in marketing
Develop insight into the importance of the marketing concept in the strategic direction of modern organisations
Master of Enterprise (Executive) |
Download PDF version.