Not currently offered

Credit points: 15

Subject outline

This subject provides an introduction to the theory and practice of marketing from a critical marketing management perspective. Particular emphasis is placed on understanding the marketing concept and the associated strategic and tactical frameworks that give rise to marketing plans. The learning experience embedded in the curriculum is designed to develop both the communicative competence and critical professionalism skills of participants, with a view to building a foundation for future self directed learning and professional development in marketing practice.

FacultyFaculty of Business, Economics and Law

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 Students must be enrolled in LMMBAO to do this subject.


Incompatible subjects BUA5MKG

Equivalent subjectsN/A

Special conditions Students must be enrolled in LMMBAO to do this subject.

Learning resources


Resource TypeTitleResource RequirementAuthor and YearPublisher
ReadingsMarketingPrescribedKotler, P., Burton, S Armstrong, G., Brown, L and Deans, K. 2008,8TH EDN, PEARSON EDUCATION

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