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Marketing Theory - MKTG820

Marketing theory addresses the processes through which value is created and offered to consumers and captured back to the firm. In order to compete effectively in increasingly dynamic markets, firms must be cognisant of the importance of marketing and how it contributes to the achievement of strategic goals. Through appropriate identification and utilisation of marketing theory, firms can deal with challenges from consumers as well as markets that may simply go beyond the traditional boundaries that are thought to operate.

This unit focuses on developing knowledge of marketing theory and its application. It addresses differing perspectives and schools of thought about marketing theory, and contemporary debates on marketing theory and practice. The unit provides insights into the foundations and evolution of marketing, and the effectiveness of applying different marketing theory in specific contexts. It provides students with knowledge of the key theories and concepts upon which the marketplace can be assessed and competitive marketing developed. This unit will equip students with a toolbox of theories and concepts to be evaluate and applied to differing situations and contexts.

Credit Points: 4
When Offered:

S2 Evening - Session 2, North Ryde, Evening

Staff Contact(s): Associate Professor Riza Casidy

Admission to Master of Marketing  Prerequisite Information


Unit Designation(s):


Assessed As: Graded
Offered By:

Department of Marketing

Faculty of Business and Economics

Course structures, including unit offerings, are subject to change.
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