ADVANCED MARKETING THEORY

BUS5AMK

2018

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 dominant logic, 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 you 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 StudentsYes

Subject year levelYear Level 5 - Masters

Exchange StudentsYes

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

Readings

Resource TypeTitleResource RequirementAuthor and YearPublisher
ReadingsMarketing Theory: A student textPrescribedMichael Baker and Michael Saren 2010Sage 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
Literacies and Communication Skills
Inquiry and Analytical Skills
Inquiry and Analytical Skills
Personal and Professional Skills
Personal and Professional 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
Personal and Professional Skills
Personal and Professional 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
Inquiry and Analytical 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
Literacies and Communication Skills
Inquiry and Analytical Skills
Personal and Professional Skills
Personal and Professional 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
Personal and Professional Skills
Discipline -Specific Knowledge and Skills

Subject options

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Start date between: and    Key dates

Melbourne, 2018, Semester 1, Day

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorGillian Sullivan Mort

Class requirements

Lecture/Seminar Week: 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 elementComments% ILO*
One 20-minute seminar presentationThe 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
One 3500 word special topic research paper50 01, 02, 03, 04, 05
One 2000 word literature critique / enquiry about theory application to practice30 03