Marketing strategy
Mr Chris Kimberley
6 points * One 3-hour class per week * First semester * Caulfield, In-house * Prerequisites: MKT6110, MKT6120 and MKT6160
This subject aims to provide students with an opportunity to think strategically about marketing situations; to integrate the theoretical and functional aspects of marketing into a practical problem-solving framework; to prepare students for strategic decision-making. Topics include principles and practice of marketing planning; the framework for problem solving and strategy formulation; application of principles and framework to practical case studies.
Assessment Assignment (4500 words): 45% * Participation: 15% * Final examination (4.5 hours): 40%
Prescribed texts
Ring L and others Decisions in marketing cases and texts 2nd edition, Irwin, 1989