MKF5270 - Strategic marketing

Offered

Caulfield First semester 2008 (Off-campus with online component)
Caulfield Second semester 2008 (Off-campus with online component)

Synopsis

Current and emerging policy issues. Strategic analysis, the impact of technology on marketing and implementation of strategy within the organisation. Critical review of current marketing directions and critique of traditional theories. Topics include exchange theory and process, relationship marketing, strategy and its role in the organisation, ethics, history and marketing theory.

Objectives

The learning goals associated with this unit are to:

• use a pragmatic framework to determine environment specific marketing strategies
• identify strategic issues that are relevant to a range of different competitive situations
• evaluate strategic analysis tools for their validity and practical application
• develop strategies to deliver superior value to targeted customers at a price allowing targeted profitability.

Assessment

Within semester assessment: 60%
Examination (3 hours): 40%

Contact hours

3 hours class contact or equivalent per week.

Prerequisites

Students enrolled in course code 3802 (M.Mktg Stream B) must have passed six graduate marketing units. All other students must have passed six graduate marketing units including MKX9160

Prohibitions

MKX5251