MKX5122

Marketing policy and strategy

(BUS)

Bill Schroder

6 points + Equivalent of 156 hours including a 5 day camp, 58 hours research prior to camp and 56 hours research after camp + Peninsula + Second Semester + Prerequisites: MKX5121

Synopsis: MKX5122 adopts a stakeholder approach to address the major issues facing individual firms in the wine, food and beverage industries and the industries as a whole. The major issues are: environmental, health issues, relationships with suppliers and distributors, the impact of new technology, the effectiveness of industry associations in their commercial and political functions, and overt and covert barriers to international food and wine trade. The management of relationships between individual firms, the industry as a whole and stakeholders is addressed from economic, legal, relationship marketing and ethical perspectives.

Assessment: Examination (3 hours): 50% + Major assignment (3000 words): 30% + Tutorial assignments: 20%