MKF3131 - Strategic marketing

Leader: Dr Erica Brady

Offered

Caulfield First semester 2009 (Day)
Caulfield Second semester 2009 (Day)
Caulfield Second semester 2009 (Evening)

Synopsis

Using the case study method this unit provides an analytical framework from which students can explore how marketing strategy is applied throughout a variety of industries. Students will be taught how to analyse, evaluate and implement marketing strategy. A theoretical grounding in introductory marketing, marketing research, buyer behaviour and communications is essential to students undertaking this unit.

Objectives

The learning goals associated with this unit are to:

• integrate the theoretical and functional aspects of marketing (and other business disciplines) into a practical problem-solving framework
• analyse information supplied from a case and identify the core marketing problem
• design, evaluate and recommend marketing strategies that solve the identified core marketing problem
• source and select relevant marketing theories and marketing tools to support analysis and recommendations.

Assessment

On-campus -- Within semester assessment: 40%
Examination (4 hours): 60%
Open Learning -- Within semester assessment: 60%
Examination (4 hours): 40%

Contact hours

3 hours class contact or equivalent per week

Prerequisites

MKF2111 or MKF2121

Co-requisites

MKF3121

Prohibitions

MKC3130, MKW3131, MKW3440