Monash University Handbooks 2008

MKF3131 - Strategic marketing

6 points, SCA Band 3, 0.125 EFTSL

Undergraduate Faculty of Business and Economics

Leader: Mr David Fouvy

Offered

Caulfield First semester 2008 (Day)
Caulfield Second semester 2008 (Day)
Caulfield Second semester 2008 (Evening)

Synopsis

Using the case study method this unit provides an analytical framework from which students can explore how marketing strategy is applied throughout a variety of industries. Students will be taught how to analyse, evaluate and implement marketing strategy. A theoretical grounding in introductory marketing, marketing research, buyer behaviour and communications is essential to students undertaking this unit.

Objectives

The learning objectives of this unit are to:

Assessment

On-campus - Within semester assessment: 40%
Examination (4 hours): 60%
Open Learning - Within semester assessment: 60%
Examination (4 hours): 40%

Contact hours

3 Hours class contact or equivalent per week

Prerequisites

MKF2111, MKF2121

Co-requisites

MKF3121

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