units

MKW3440

Faculty of Business and Economics

Undergraduate - Unit

This unit entry is for students who completed this unit in 2013 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

print version

6 points, SCA Band 3, 0.125 EFTSL

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LevelUndergraduate
FacultyFaculty of Business and Economics
Organisational UnitDepartment of Marketing
OfferedSunway First semester 2013 (Day)
Berwick Second semester 2013 (Day)
Sunway Second semester 2013 (Day)
Peninsula Second semester 2013 (Day)
South Africa Second semester 2013 (Day)
Coordinator(s)Mr Sumesh Nair (First Semester);Dr Margaret Matanda (Second Semester)

Synopsis

Corporate strategy and marketing strategy, strategic perspectives on buyer behaviour, strategic use of marketing mix variables such as communication, pricing, distribution, product, external and internal decision environments, market position and analysis, corporate and marketing strategic direction, managing marketing strategy -- planning and control.

Outcomes

The learning goals associated with this unit are to:

  1. critically analyse the effectiveness of marketing strategy at different levels of the organisation using case studies
  2. apply marketing theories and model to analysing and formulating marketing strategy analysis and formulation processes
  3. assess the role of segmentation, targeting and positioning strategy and the marketing mix elements in the strategy making process
  4. formulate and recommend strategic solutions that add measurable value to the organisations used in case studies
  5. examine the feasibility of implementing and controlling chosen marketing strategies.

Assessment

Within semester assessment: 60%
Examination: 40%

Chief examiner(s)

Mr Sumesh Nair (First semester)
Dr Margaret Matanda (Second semester)

Contact hours

3 hours per week

Prerequisites

Students must have passed MKG2420 or MKW2420 before undertaking this unit.

Prohibitions