MKF3131

Strategic marketing

(BUS)

Ms Janine Hendry

6 points + 3-hour class per week + First and second semester + Caulfield, Open Learning Australia + Prerequisites: MKF2111, MKF2121 + Corequisite: MKF3121

Synopsis: Using the case study method this subject provides an analytical framework from which students can explore how marketing strategy 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: on-campus: Assignment (solve an assigned case): 20% + Participation (including case preparation): 20% + Final examination (solve a case): 60% + Open Learning: Assignment 1 (2000-2500 words): 15% + Assignment 2 (2000-2500 words): 15% + Assignment 3 (3000-4000 words): 30% + Examination (3 hours): 40%