MKW3131

Strategic marketing

(BUS)

Proposed to be offered next in 2002

6 points + 3-hour class per week + Prerequisites: MKW2111, MKW2121 + Corequisite: MKW3121

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%