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 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

Credit points15

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.

Capstone subjectNo

Subject particulars

Subject rules

Prerequisites Enrolment is by application only


Incompatible subjectsN/A

Equivalent subjectsN/A

Quota Management StrategyN/A

Quota-conditions or rulesN/A

Special conditionsN/A

Minimum credit point requirementN/A

Assumed knowledgeN/A

Learning resources

Marketing Theory: A student text

Resource TypeBook

Resource RequirementPrescribed

AuthorMichael Baker and Michael Saren



PublisherSage Publications


Chapter/article titleN/A



Other descriptionN/A

Source locationN/A

Career Ready


Work-based learningNo

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

Graduate Capabilities

COMMUNICATION - Communicating and Influencing
INQUIRY AND ANALYSIS - Critical Thinking and Problem Solving
INQUIRY AND ANALYSIS - Research and Evidence-Based Inquiry
PERSONAL AND PROFESSIONAL - Adaptability and Self-Management
PERSONAL AND PROFESSIONAL - Ethical and Social Responsibility

Intended Learning Outcomes

01. Integrate and apply theoretical concepts to scholarly work.
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.
03. Evaluate and critically analyse literature on various marketing theories and models.
04. Ability to conduct scientific research and be able to articulate and express these scientific research findings and present the findings.
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.

Subject options

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Start date between: and    Key dates

Melbourne (Bundoora), 2021, Semester 1, Day


Online enrolmentNo

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorAndrew Gilmore

Class requirements

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.


Assessment elementCommentsCategoryContributionHurdle% ILO*

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.

N/AOral presentationIndividualNo20 SILO1, SILO4

One 3500 word special topic research paper

N/AAssignmentIndividualNo50 SILO1, SILO2, SILO3, SILO4, SILO5

One 2000 word literature critique / enquiry about theory application to practice

N/AOtherIndividualNo30 SILO3