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Handbooks Courses Units

MKF3131 - Strategic marketing

6 points, SCA Band 3, 0.125 EFTSL

Undergraduate Faculty of Business and Economics

Leader: Mr David Fouvy


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


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.


The learning objectives of this unit are to:

  • integrate the theoretical and functional aspects of marketing (and other business disciplines) into a practical problem-solving framework;
  • analyse information supplied from a case and identify the core marketing problem;
  • design, evaluate and recommend marketing strategies that solve the identified core marketing problem;
  • source and select relevant marketing theories and marketing tools to support analysis and recommendations.


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


MKF2111, MKF2121



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