MKB3440

Marketing strategy

(BUS)

Dr Yunus Ali

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

Synopsis: 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%