Monash University Handbook 2010 Undergraduate - Unit

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 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.

Assessment

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

Chief examiner(s)

Mauricio Palmeira

Contact hours

3 hours class contact or equivalent per week

Prerequisites

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

Prohibitions

MKC3130, MKW3131, MKW3440