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 involved in 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
Subject Co-ordinatorAndrew Gilmore
Available to Study Abroad/Exchange StudentsYes
Subject year levelYear Level 5 - Masters
Available as ElectiveNo
Learning ActivitiesSeminars, discussions, assessment tasks, research projects, private study, literature review and critique.
Prerequisites Enrolment is by application only
Quota Management StrategyN/A
Quota-conditions or rulesN/A
Minimum credit point requirementN/A
Marketing Theory: A student text
AuthorMichael Baker and Michael Saren
Self sourced or Uni sourcedN/A
Entire subject or partial subjectN/A
Total hours/days requiredN/A
Location of WBL activity (region)N/A
WBL addtional requirementsN/A
Graduate capabilities & intended learning outcomes
Intended Learning Outcomes
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Melbourne (Bundoora), 2021, Semester 1, Day
Maximum enrolment sizeN/A
Subject Instance Co-ordinatorAndrew Gilmore
Lecture/SeminarWeek: 10 - 22
One 3.00 hours lecture/seminar per week on weekdays during the day from week 10 to week 22 and delivered via face-to-face.
20-min seminar presentation: A discrete spoken exercise conducted individually or in pairs, to assess students' ability to articulate marketing theory and research propositions. Students will be asked to introduce, moderate and summarise a Group Discussion in each class.
|Oral presentation||Individual||No||20||SILO1, SILO4|
One 3500 word special topic research paper
|Assignment||Individual||No||50||SILO1, SILO2, SILO3, SILO4, SILO5|
One 2000 word literature critique / enquiry about theory application to practice