Available in 2018
Course code



20 units


4000 level

Course handbook


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.

Availability2018 Course Timetables

Newcastle City Precinct

  • Semester 1 - 2018

Learning outcomes

On successful completion of the 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


Topics 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


This course is only available to students enrolled in the Bachelor of Business (Honours) program.

Assumed knowledge

Entry to the Honours program, with a major in Marketing, or approval by the Head of School.

Assessment items

Written Assignment: Workshop Contribution

Written Assignment: Critique of Academic Article

Report: Research Project Sketch

Contact hours

Newcastle City Precinct


Face to Face On Campus 2 hour(s) per Fortnight for 12 Weeks

Seminars will be held for 2 hours on seven occasions during the semester.