Theory in Marketing

Course code MKTG4000Units 20Level 4000Faculty of Business and LawNewcastle Business School

This course provides both theoretical and applied perspectives on marketing theory and concepts. These perspectives include the historical development of marketing thought, and contemporary debates on theory and practice in specialist areas of the discipline. As well as providing substantial insights into the foundations and evolution of marketing, the course aims to foster skills in critical thinking, synthesis and articulation of ideas and arguments, and the effectiveness of applying marketing theory in specific contexts.

Available in 2015

Callaghan CampusSemester 1
Previously offered in 2014
ObjectivesOn completion of this course, students will be able to:
1. Outline the history and development of marketing thought
2. Develop and support an argument for a particular interpretation of marketing
3. Discuss and contribute to contemporary debates in marketing theory
4. Critique the application and usefulness of specialist marketing theory
5. Contribute to and evaluate the translation of marketing theory into practice
ContentTopics in this course include:
1. Introduction to Honours in Marketing
2. The Development of Marketing Thought
3. Service Dominant Logic and the Future of Marketing
4. Marketing and Value/Value Creation
5. Seminal and Contemporary Consumer Behaviour Theory
6. Retail Theory - Store Design and Atmospherics
Replacing Course(s)NA
Industrial Experience0
Assumed KnowledgeEntry to the Honours program, with a major in Marketing, or approval by the Head of School.
Modes of DeliveryInternal Mode
Teaching MethodsSeminar
Assessment Items
Essays / Written AssignmentsArticle critiques for the seminars.
Contact HoursSeminar: for 2 hour(s) per Fortnight for 12 weeks
Timetables2015 Course Timetables for MKTG4000