MKF3131 - Strategic marketing - 2018

6 points, SCA Band 3, 0.125 EFTSL

Undergraduate - Unit

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.

Faculty

Business and Economics

Organisational Unit

Department of Marketing

Chief examiner(s)

Mr Paul Murphy

Coordinator(s)

Mr Paul Murphy

Unit guides

Offered

Caulfield

  • First semester 2018 (On-campus)
  • Second semester 2018 (On-campus)

Prerequisites

MKF2111 and MKF3121

Prohibitions

MKC3130, MKG3440, MKW3131, MKW3440

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.

Outcomes

The learning goals associated with this unit are to:

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

Assessment

Within semester assessment: 75% + Examination: 25%

Workload requirements

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

See also Unit timetable information