bus5amk advanced marketing theory
ADVANCED MARKETING THEORY
BUS5AMK
2016
Credit points: 15
Subject outline
Marketing is a science and it is informed by professional scholarly research in other related disciplines such as psychology, sociology, micro-economics and behavioural sciences. Fundamental theories involvedin the philosophy of marketing science and its impact on research will form the foundation of this course. The course provides a brief historical evolution of the theory, review of prominent theories and concepts and also an examination of contemporary and innovative theories. Research topics involved in critical areas of service dominantlogic, consumer behaviour and strategic marketing are included to provide relevant knowledge. In addition, ethical, social,environmental and legal considerations relevant to marketing activities will also be emphasised. This will enable students to understand the impact of marketing activities on society. The course will be delivered through seminar sessions and students will be assessed based on the intended learning outcomes.
SchoolLa Trobe Business School
Credit points15
Subject Co-ordinatorGillian Sullivan Mort
Available to Study Abroad StudentsNo
Subject year levelYear Level 5 - Masters
Exchange StudentsNo
Subject particulars
Subject rules
Prerequisites Student may only enrol if they are accepted into the Bachelor of Commerce (LHCOM) following undergraduate study and meeting the WAM requirements.
Co-requisitesN/A
Incompatible subjectsN/A
Equivalent subjectsN/A
Special conditionsN/A
Learning resources
Readings
| Resource Type | Title | Resource Requirement | Author and Year | Publisher |
|---|---|---|---|---|
| Readings | Marketing Theory: A student text | Prescribed | Michael Baker and Michael Saren 2010 | Sage Publications |
Graduate capabilities & intended learning outcomes
01. Integrate and apply theoretical concepts to scholarly work.
- Activities:
- Seminars and discussions and private study
- Related graduate capabilities and elements:
- Literacies and Communication Skills(Writing,Speaking)
- Literacies and Communication Skills(Writing,Speaking)
- Inquiry and Analytical Skills(Critical Thinking,Inquiry/Research)
- Inquiry and Analytical Skills(Critical Thinking,Inquiry/Research)
- Personal and Professional Skills(Autonomy and independence,Ethical behaviour)
- Personal and Professional Skills(Autonomy and independence,Ethical behaviour)
- Discipline -Specific Knowledge and Skills(Discipline-Specific Knowledge and Skills)
02. Identify research problems and analyse information relevant to the problem; be able to synthesise that information in order to evaluate potential research solutions, and make constructive recommendations.
- Activities:
- Research projects that will demonstrate the ability to construct a research project within theory contexts
- Related graduate capabilities and elements:
- Inquiry and Analytical Skills(Critical Thinking,Inquiry/Research)
- Personal and Professional Skills(Autonomy and independence,Ethical behaviour)
- Personal and Professional Skills(Autonomy and independence,Ethical behaviour)
- Discipline -Specific Knowledge and Skills(Discipline-Specific Knowledge and Skills)
03. Evaluate and critically analyse literature on various marketing theories and models.
- Activities:
- Literature review and critique.
- Related graduate capabilities and elements:
- Inquiry and Analytical Skills(Critical Thinking,Inquiry/Research)
- Inquiry and Analytical Skills(Critical Thinking,Inquiry/Research)
- Discipline -Specific Knowledge and Skills(Discipline-Specific Knowledge and Skills)
04. Ability to conduct scientific research and be able to articulate and express these scientific research findings and present the findings.
- Activities:
- Seminars and assessment tasks.
- Related graduate capabilities and elements:
- Literacies and Communication Skills(Writing,Speaking)
- Literacies and Communication Skills(Writing,Speaking)
- Inquiry and Analytical Skills(Critical Thinking,Inquiry/Research)
- Personal and Professional Skills(Autonomy and independence,Ethical behaviour)
- Personal and Professional Skills(Autonomy and independence,Ethical behaviour)
- Discipline -Specific Knowledge and Skills(Discipline-Specific Knowledge and Skills)
05. Apply ethical and sustainable reasoning, legal standards or codes of practice relevant to the discipline and make decisions that are informed by sustainable thinking.
- Activities:
- Seminars and assessment tasks
- Related graduate capabilities and elements:
- Inquiry and Analytical Skills(Critical Thinking,Inquiry/Research)
- Personal and Professional Skills(Autonomy and independence,Ethical behaviour)
- Discipline -Specific Knowledge and Skills(Discipline-Specific Knowledge and Skills)
Subject options
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Melbourne, 2016, Semester 1, Day
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorGillian Sullivan Mort
Class requirements
Lecture/SeminarWeek: 10 - 22
One 3.0 hours lecture/seminar per week on weekdays during the day from week 10 to week 22 and delivered via face-to-face.
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| One 5000 word special topic research paper | 50 | 01, 02, 03, 04, 05 | |
| One 3000 word literature review and critique | 30 | 03 | |
| One 20-minute seminar presentation | The class contribution item is an assessment of students' speaking skills as they pertain to articulating marketing theory and research propositions. To assess speaking skills, a discrete spoken exercise conducted individually or in pairs is envisaged. Each class will have a group discussion element; students will be asked to introduce, moderate and then summarise the group discussion in each class. | 20 | 01, 04 |