MKW3440

Marketing strategy (6 points)

(BUS)

Leader: Mr Mike Willis; Malaysia: Dr Khong Kok Wei

Offered:
Malaysia First semester 2003 (Day)
Berwick Second semester 2003 (Day)
Gippsland Second semester 2003 (Day)
Gippsland Second semester 2003 (OCL)
Hong Kong Second semester 2003 (OCL)
Perth Second semester 2003 (Day)
Singapore Second semester 2003 (OCL)
South Africa Second semester 2003 (Day)
Gippsland Summer 2003 (OCL)
Hong Kong Summer 2003 (OCL)
Perth Summer 2003 (Day)
Singapore Summer 2003 (OCL)
Berwick First semester 2004 (Day)
Malaysia First semester 2004 (Day)
Gippsland Second semester 2004 (Day)
Gippsland Second semester 2004 (OCL)
Hong Kong Second semester 2004 (OCL)
Peninsula Second semester 2004 (Day)
Perth Second semester 2004 (Day)
Singapore Second semester 2004 (OCL)
South Africa Second semester 2004 (Day)

Synopsis: Corporate strategy and marketing strategy, strategic perspectives on buyer behaviour, strategic use of marketing mix variables such as communication, pricing, distribution, product, external and internal decision environments, market position and analysis, corporate and marketing strategic direction, managing marketing strategy - planning and control.

Assessment: Distance (assignment one - case study of 3000 words, 20%; assignment two - case study of 3500 words, 40%; examination of 3 hours, 40%): 100% + on-campus (assignment one - case study of 3000 words, 15%; assignment two - case study of 3500 words, 35%; tutorial case study presentation, 10%; examination of 3 hours, 40%): 100%

Contact Hours: 2-hour lecture and 1-hour tutorial per week

Prerequisites: MKW2420