MKT241 Marketing in Action (8)

This subject provides an opportunity for students to develop, evaluate and apply contemporary speciality marketing topics including global marketing and value chains, business-to-business relationships, services marketing, and contemporary models of retail marketing. This subject combines the application of marketing fundamental with practical business knowledge.  This subject provides an opportunity for students to better understand how marketing is evolving in the 21st Century.

No offerings have been identified for this subject in 2021.

Where differences exist between the Handbook and the SAL, the SAL should be taken as containing the correct subject offering details.

Subject Information

Grading System



One session


School of Management and Marketing

Assumed Knowledge

MKT110 and MKT220

Subject Relationships

MKT260 25% overlap
MKT335 25% overlap

Learning Outcomes

Upon successful completion of this subject, students should:
  • be able to identify and analyse current marketing principles pertaining to marketing in a global, services, retail and B2B contexts;
  • be able to apply current marketing practices in a range of business contexts through the design of relevant and appropriate strategies and tactics;
  • be able to conduct secondary market research;
  • be able to critically assess market conditions in a range of market contexts and to identify the likely impact for key stakeholders; and
  • be able to present recommendations to a range of audiences using a variety of mediums (e.g., written reports, oral presentations).


This subject will cover the following topics:
  • Global marketing: definition, evolution, principles such as cultural sensitivity to create marketing strategies aligned with global citizenship principles
  • Services marketing: definition, evolution, principles such as distinctive characteristics of services marketing mix and significance of satisfaction, value and service quality
  • Retail marketing: definition, evolution, principles such as digital and physical distribution strategies and customer satisfaction and interactions
  • B2B marketing: definition, evolution, principles such as communicating and negotiating skills to attain and retain customers and relationships between supply channel partnerships

The information contained in the CSU Handbook was accurate at the date of publication: May 2021. The University reserves the right to vary the information at any time without notice.