Theories in the marketing and management disciplines help organize knowledge objectivity by framing how and why individual and organisational behaviours are formed. Understanding how and why behaviours occur is important for researchers because it provides them with a rational explanation and the reasons underpinning human behaviours.
The focus of this unit is on developing your knowledge about theories used in contemporary marketing and management research. You will explore marketing and management theory and their various interpretations to develop an appreciation of the scope of theory and research. In particular, you will develop knowledge, critical analysis, and creative thinking to examine and explain marketing and management theory to solve research problems. You will also learn how to critically evaluate, synthesise, explain theory and concepts, and communicate your ideas to extend available theories in marketing and management.