MKF5270

Strategic marketing (6 points)

(BUS)

Leader: Mr Francis Farrelly

Offered:
Caulfield First semester 2003 (Flexible)
Caulfield Second semester 2003 (Flexible)
Caulfield First semester 2004 (Flexible)
Caulfield Second semester 2004 (Flexible)

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/Presentation (2500 words max): 25% Participation: 10% Case study presentation (2500 words max): 25% Examination: 40%

Prerequisites: Six Marketing Units including MKX9160 or equivalent. Prohibition: MKX5251

Prohibitions: MKX5251