This course prepares students for the Master of Marketing program by providing knowledge of marketing in contemporary business organizations. The marketing concept is explored and what it means to be a truly customer-focused and market-led organisation. Building on recent research, theory and practice, the course addresses such issues as: What is meant by market orientation? How can an organisation become customer-focused? What is the role of marketing in the modern organisation and what is its relationship with other business activities? How can relationship marketing and service management be used effectively? The objective of this course is to go beyond traditional views of marketing. Students are exposed to a variety of different perspectives and encouraged to think critically about these perspectives. Views vary depending on whether the focus is exchange, relationships, alliances or networks, and depending on the level of analysis (extending from value creation for individual customers through to societal and macro-marketing themes and issues of sustainability). The course will make use of a combination of teaching methods, including lectures, cases, exercises and projects.
Exclusions: MARK5900, MARK5981