MKB3440

Marketing strategy

Dr Shahid Yamin

6 points · 0ne 2-hour lecture and one 1-hour tutorial per week · Second semester · Berwick · Prerequisite: MKB2420

Objectives The objective of this advanced level subject is to apply knowledge and understanding gained from previous studies to tactical and strategic marketing decisions in a changing environment. Using case studies students will develop skills in researching and critically assessing decision models with the ultimate aim of developing effective marketing strategies.

Synopsis The subject covers the basic concepts of corporate and marketing strategy, strategic perspectives of buyers 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.

Assessment Assignment 1 (case study - 3000 words): 15% · Assignment 2 (case study - 3500 words): 35% · Tutorial case study presentation: 10% · Examination (3 hours): 40% · Students must obtain a satisfactory result in all areas of assessment.

Prescribed texts

To be advised

Back to the 1999 Business and Economics Handbook