MKF5270

Strategic marketing

(BUS)

Mr Francis Farrelly

6 points + 3-hour class per week + Second semester + Caulfield + Prerequisites: 6 marketing units including MKX9160 or equivalent + Prohibition: MKX5251

Synopsis: Current and emerging policy issues. Strategic analysis, the impact of technology on marketing and implementation of strategy within the organisation. Critical review of current marketing directions and critique of traditional theories. Topics include exchange theory and process, relationship marketing, strategy and its role in the organisation, ethics, history and marketing theory.

Assessment: Assignment (5000 words): 40% + Participation: 20% + Case study (4000 words): 40%