Monash University Handbook 2010 Undergraduate - Unit

Synopsis

This subject integrates the conceptual knowledge and skills developed in earlier marketing subjects and sharpens students' abilities to analyse, evaluate and implement marketing strategies. The subject emphasises strategic analysis and the process of decision making in a marketing management context.

Objectives

The learning goals associated with this unit are to:

• integrate the theoretical and functional aspects of marketing (and other business disciplines) into a practical problem-solving framework
• analyse a marketing problem based on supplied information
• design and recommend marketing strategies within a given context
• source and select relevant marketing theories to support analysis and recommendations.

Assessment

Within semester assessment: 50%
Examination (2 hours): 50%

Chief examiner(s)

Sumesh Nair

Contact hours

3 hours class contact or equivalent per week

Prerequisites

MKC2210

Prohibitions

MKF3131, MKW3131, MKW3440