Credit Points 10

Legacy Code 200737

Coordinator Sarah Duffy Opens in new window

Description This unit studies the marketing process from a holistic viewpoint, considering the intersection of the economy, the government, and the community. This perspective will help students to analyse and understand the interrelated and interdependent parts that comprise a marketing system. Specifically, this unit examines: consumer behaviour, market regulation, social responsibility and sustainability. Students will learn to consider the marketing process and its consequences at both an aggregate and micro level. This unit exposes students to the systematic and analytical approaches expected from them in postgraduate studies in marketing.

School Business

Discipline Marketing

Student Contribution Band HECS Band 4 10cp

Level Postgraduate Coursework Level 7 subject

Equivalent Subjects LGYA 8733 - Marketing Management

Restrictions

Students must be enrolled in a postgraduate Business program or one of the following programs - 3689 Master of Information Technology (Advanced), 3699 Master of Informatin Technology, 3749 Master of Science.

Learning Outcomes

On successful completion of this subject, students should be able to:

1. Identify marketing concepts, frameworks and theories and marketing systems including frameworks and theories;
2. Apply marketing concepts, theories and frameworks to varying market situations;
3. Demonstrate how marketing creates value in a societal context and for non-profit organisations;
4. Apply ethical and moral standards to marketing issues.

Subject Content

Social systems
Economic systems
Marketing as a social system
System environment
Evolution of systems
Organisational marketing systems
Exchange relationships
Resource flows
Business capacity (risk management, governance, financial assessment)