ADVANCED MARKETING THEORY
Credit points: 15
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
Subject Co-ordinatorGillian Sullivan Mort
Available to Study Abroad StudentsNo
Subject year levelYear Level 5 - Masters
Graduate capabilities & intended learning outcomes
01. Integrate and apply theoretical concepts to scholarly work.
- Seminars and discussions.
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.
- Research projects that will demonstrate the ability to construct a research project within Consumer Culture Theory, contexts by drawing upon relevant strategy concepts, analytical tools and frameworks, and theory and lastly underpinning service logic are outlined to promote this understanding, in particular, the role of service as a process.
03. Evaluate and critically analyse literature on various marketing theories and models.
- Literature review and critique.
04. Ability to conduct scientific research and be able to articulate and express these scientific research findings and present the findings.
- Seminars and assessment tasks.
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.
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Melbourne, 2015, Semester 1, Day
Maximum enrolment sizeN/A
Subject Instance Co-ordinatorGreg Jamieson
One 3.0 hours seminar per week on weekdays during the day and delivered via face-to-face.
|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 finance theory and emprical 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|