Case studies in strategy
Mr Chris Kimberley
6 points * One 3-hour class per week * First semester * Caulfield * Prerequisites: MKT6110, MKT6120 and MKT6160
Synopsis This subject is designed to provide students with the opportunity to think strategically and broaden their understanding by tying together theories, concepts and practical applications gained from other subjects in the course; integrate the theoretical and functional aspects taught in previous subjects into a practical problem-solving framework; prepare students for strategic decision-making in a range of marketing disciplines and specialisations such as consumer, services, industrial, high technology, retail and public marketing, logistics management, marketing communication, new product development, and so on. Students will be introduced to the development, evaluation and implementation of strategies for consumer and industrial products and services both in the private and public sector. Analysis includes objective setting, problem identification, environment analysis internal and external, strategy design and evaluation, corporate and functional implications, and strategy implementation.
Assessment Assignment (4500 words): 45% * Participation: 15% * Final examination (4.5 hours): 40%
Recommended texts
Ring L and others A Decisions in marketing cases and texts 2nd Edition, Irwin, 1989