MKW3440 - Marketing strategy

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

Offered

Berwick First semester 2007 (Day)
Gippsland Second semester 2007 (Day)
Gippsland Second semester 2007 (Off-campus)
Hong Kong Second semester 2007 (Off-campus)
Malaysia First semester 2007 (Day)
Peninsula Second semester 2007 (Day)
Singapore Second semester 2007 (Off-campus)
South Africa Second semester 2007 (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.

Objectives

The learning objectives of this unit are to:

• critically analyse the effectiveness of marketing strategy at different levels of the organisation using case studies;
• apply marketing theories and model to analysing and formulating marketing strategy analysis and formulation processes;
• assess the role of segmentation, targeting and positioning strategy and the marketing mix elements in the strategy making process;
• formulate and recommend strategic solutions that add measurable value to the organisations used in case studies;
• examine the feasibility of implementing and controlling chosen marketing strategies.

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