Faculty of Business and Economics

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Monash University

Monash University Handbook 2010 Undergraduate - Unit

6 points, SCA Band 3, 0.125 EFTSL

FacultyFaculty of Business and Economics
OfferedCaulfield First semester 2010 (Day)
Caulfield Second semester 2010 (Day)
Caulfield Second semester 2010 (Evening)
Coordinator(s)Associate Professor Tracey Dagger (semester one); Dr Mauricio Palmeira (semester two)


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 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 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.


Within semester assessment: 55%
Examination (2 hours): 45%

Chief examiner(s)

Mauricio Palmeira

Contact hours

3 hours class contact or equivalent per week


Students must have passed the following three units: MKF2111, MKF2121 and MKF3121


MKC3130, MKW3131, MKW3440