2014 Unit of Study
The session(s) below are for 2014. For Summer School 2014 unit of study availability please visit the Summer School website (main Summer session January/February 2014).
The University of Sydney session calendar shows exact dates for sessions.
|Assumed Knowledge||Good understanding of marketing principles and business management|
|Additional Information||This unit is only available to students enrolled in the Master of Marketing and Graduate Certificate of Marketing|
|Lectures||1x 3hr seminar per week|
|Assessment||individual exercise (20%), group projects (developing reciprocal and integrated value propositions (35%) & analysis and benchmarking of major internal marketing issue (35%)), individual participation (8%), and research participation (2%)|
|Description||This unit considers the role of internal marketing in motivating employees towards implementing marketing strategies. Although the principles of marketing used internally within an organisation are similar to those used externally, frequently a fresh approach is required when addressing practical issues. This unit presents current thinking and research on the topic of internal marketing and explains how it can be used to assist with implementing marketing strategy. The course will be taught mainly through practical case studies, providing an opportunity for analysing how internal marketing is used within leading organisations.|