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24758 Readings in Marketing

Warning: The information on this page is indicative. The subject outline for a particular session, location and mode of offering is the authoritative source of all information about the subject for that offering. Required texts, recommended texts and references in particular are likely to change. Students will be provided with a subject outline once they enrol in the subject.

Subject handbook information prior to 2019 is available in the Archives.

UTS: Business: Marketing
Credit points: 6 cp

Subject level:

Postgraduate

Result type: Grade and marks

There are course requisites for this subject. See access conditions.

Description

This subject allows students to undertake a program of reading in a specified area of marketing under the direction of a supervising lecturer. Specific areas of study may vary from session to session and depend on availability of supervisory staff. Students meet regularly with the supervising lecturer to discuss reading content, and students must write a major paper as the assessment task, as directed by the supervisor.

Subject learning objectives (SLOs)

Upon successful completion of this subject students should be able to:
1. demonstrate an ability to locate, read, and critique articles from leading Marketing journals
2. engage in informed discussion within a reading group, of the contribution made by the article/s, as well as their merits, or shortcomings
3. apply the concepts, theories, models, and methodologies within these articles into their research, where appropriate.

Contribution to the development of graduate attributes

This subject will provide students with an opportunity for deeper level learning, by participating in a seminar/reading group in a small group setting. Students will learn how to read, review, understand, and apply knowledge from research articles in the leading Marketing journals. After completion of this subject, students will be better equipped to conduct their own research on their topic of interest. This will occur because during the course of the subject students will be exposed to the latest research and thinking in some of the key existing areas, and emerging themes in the Marketing literature.

Teaching and learning strategies

The subject will be managed as a reading/seminar group, facilitated/led by staff from the Marketing Discipline Group, and/or researchers from affiliated research centres such as CenSoC.

Content (topics)

  • Theory development in marketing
  • Advertising and promotion
  • Ethical consumerism
  • Consumer choice
  • Strategic marketing
  • E-business and social media
  • Research methods
  • Branding and sponsorship

Assessment

Assessment task 1: Written Essay/Report (Individual)

Intent:

All students will complete a major individual essay/report on a topic related to their intended program of study/research.

Objective(s):

This addresses subject learning objective(s):

1, 2 and 3

Weight: 70%
Length:

The research paper must not exceed 6000 words (apart from references, figures, and tables)

Assessment task 2: Class Participation (individual)

Objective(s):

This addresses subject learning objective(s):

2

Weight: 30%

Minimum requirements

Students must achieve at least 50% of the subject’s total marks.

Recommended texts

As this is a seminar there is no main text recommended

References

See list of references in the "Program" document sent out