MKW3131

Strategic marketing

Mr Francis Farrelly

6 points · One 3-hour class per week · Prerequisites: MKW2111, MKW2121 and MKW3121

Objectives On completion of this subject students should be able to integrate the theoretical, functional and planning aspects of marketing (and other business disciplines) into a practical problem-solving framework; develop skills at solving real life marketing problems based on information supplied in case studies; develop personal, communication and presentation skills.

Synopsis Development of appropriate market strategies for a range of products, through the use of cases. Builds on the theories explored in MKW1120 and sharpens the student's ability to analyse, evaluate and implement successful changes in the marketing mix. A theoretical grounding in sales management, marketing research, buyer behaviour and promotion is essential to the student undertaking this subject.

Assessment Two assignments (4500 words): 45% · Participation: 15% · Examination (4.5 hours): 40%

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