MKW3440

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

Leader: Dr Margaret Matanda, Malaysia: Dr Khong Kok Wei

Offered:
Berwick First semester 2006 (Day)
Malaysia First semester 2006 (Day)
Gippsland Second semester 2006 (Day)
Gippsland Second semester 2006 (OCL)
Hong Kong Second semester 2006 (OCL)
Peninsula Second semester 2006 (Day)
Singapore Second semester 2006 (OCL)
South Africa Second semester 2006 (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: On-campus - Assignment(s): 60% + Examination (3 hours): 40% Distance - Assignment(s): 60% + Examination (3 hours): 40%

Contact Hours: 3 Hours class contact or equivalent per week

Prerequisites: MKW2420