MKX5122

Marketing policy and strategy ( 6 points, SCA Band 2, 0.125 EFTSL)

Leader: Dr Margaret Matanda

Offered:
Not offered in 2005.

Synopsis: This unit 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: Assignment(s): 50% + Examination (3 hours): 50%

Contact Hours: 3 Hours class contact or equivalent per week.

Prerequisites: MKX5121 or MKX5441