MKF3131

Strategic marketing (6 points)

(BUS)

Leader: Dr Francis Farrelly and Mr Colin Jevons

Offered:
Caulfield First semester 2003 (Day)
Caulfield Second semester 2003 (Evening)
Caulfield First semester 2004 (Day)
Caulfield Second semester 2004 (Evening)

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%

Contact Hours: 3-hour class per week

Prerequisites: MKF2111, MKF2121

Corequisites: MKF3121