MKF3131

Strategic marketing

(BUS)

Ms Janine Hendry

6 points + 3-hour class per week + First and second semester + Caulfield, Open Learning Australia + Prerequisites: MKX2111, MKF2121 and MKF3121

Synopsis: Using the case study method this subject provides an analytical framework from which students can explore how marketing stategy is applied throughout a variety of industries. Students will be taught how to analyse, evaluate and implement marketing strategy. A theoretical grounding in introductory marketing, marketing research, buyer behaviour and communications is essential to students undertaking this subject.

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