10cp

Marketing Theory

Prerequisites MKTG200 Marketing Research and MKTG201 Consumer Behaviour.
Teaching Organisation 3 hours per week for 12 weeks or equivalent.
This unit focuses on the theoretical literature in marketing and some of the philosophy of science literature. It deals with the history of marketing thought and marketing research and a number of the "classic" articles in the discipline of marketing are reviewed. It is particularly useful for students who have a specialist or academic interest in marketing.

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