units

MKF3131

Faculty of Business and Economics

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Monash University Handbook 2010 Undergraduate - Unit

6 points, SCA Band 3, 0.125 EFTSL

LevelUndergraduate
FacultyFaculty of Business and Economics
OfferedCaulfield First semester 2010 (Day)
Caulfield Second semester 2010 (Day)
Caulfield Second semester 2010 (Evening)
Coordinator(s)Associate Professor Tracey Dagger (semester one); Dr Mauricio Palmeira (semester two)

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

Within semester assessment: 55%
Examination (2 hours): 45%

Chief examiner(s)

Mauricio Palmeira

Contact hours

3 hours class contact or equivalent per week

Prerequisites

Students must have passed the following three units: MKF2111, MKF2121 and MKF3121

Prohibitions

MKC3130, MKW3131, MKW3440