Faculty of Business and Economics

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Monash University

Monash University Handbook 2010 Postgraduate - Unit

6 points, SCA Band 3, 0.125 EFTSL

FacultyFaculty of Business and Economics
OfferedCaulfield First semester 2010 (DE-ONLINE)
Caulfield First semester 2010 (Evening)
Caulfield Second semester 2010 (DE-ONLINE)
Caulfield Second semester 2010 (Evening)
Coordinator(s)Mr Bill Pickett


Using the case study method this unit provides an analytical framework from which students can explore how marketing strategy is applied to a variety of organisations within the context of contemporary and emerging issues. Students will be taught how to analyse, evaluate and implement marketing strategy. As this is the capstone unit in the Master of Marketing degree course, a theoretical grounding in the earlier core marketing units is essential for 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
  • develop personal communication and discussion skills.


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

Chief examiner(s)

David Stewart

Contact hours

3 hours class contact or equivalent per week


Students must have passed 48 credit points at graduate level.


Students must have enrolled in 66 credit points and must be enrolled in one of the following courses: 2276, 3802 or 3810