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:
- 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.
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
