Postgraduate courses
INTERNATIONAL MARKETING
Subject Code: MARK5047
School: GSM
Aim:
This course provides a high level appreciation of the role of marketing management in the private and public sectors of the economy. The course identifies good marketing practice and implementation with emphasis on the role of marketing in building long-term relationships with domestic and international customers.
Objectives:
To enable participants to:
- appreciate the role of marketing in the economy and society;
- appreciate the fundamental principles and practices of marketing management
- understand how marketing managers make decisions;
- understand contemporary frameworks and techniques utilised in marketing decision making
- apply marketing principles to typical management circumstances.
- appreciate marketing activities in the context of overall plans and operations including ways to audit how well marketing is being managed.
By undertaking this subject, students will progress in the development of the following qualities:
|
Graduate Quality |
Body of Knowledge |
Lifelong Learning |
Effective Problem Solving |
Work Alone and in Teams |
Ethical Action |
Communicate Effectively |
International Perspective |
|
Indicative Point Weighting |
1.5 |
0.5 |
0.5 |
0.5 |
0.5 |
0.5 |
0.5 |
Syllabus
Introduction to the key elements of marketing; Buyer behaviour; Segmentation; the Marketing Mix; The marketing management process; Implementation; Planning and control; Market research and marketing information systems.
Teaching and Learning Arrangements
The subject may be offered in a variety of modes, in face-to-face workshop style for intensive periods or through weekly three hour sessions, and in distributed education mode via WWW. Formal sessions are supplemented by independent study and students are expected to apply theoretical insights to their own work environment as a "living laboratory". 39 hours equivalent.
Textbooks and References
Corkindale D, Balan P and Rowe C: Marketing: Making the Future
Happen (Second edition), Nelson, Melbourne (1996)
McCarthy E J, Perreault W D, Quester PG: Basic Marketing (Second
Australasian Edition), Irwin, Sydney (1997)
Journal of Marketing (American Marketing Association)
European Journal of Marketing
Harvard Business Review
Assessment
Individual case study: 30%
Class participation and weekly exercises: 30%
Group assignment: 40%
Lecturer responsible - Mr Murray Olliver