Monash University Handbook 2011 Undergraduate - Unit

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.

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:

1. integrate the theoretical and functional aspects of marketing (and other business disciplines) into a practical problem-solving framework
2. analyse information supplied from a case and identify the core marketing problem
3. design, evaluate and recommend marketing strategies that solve the identified core marketing problem
4. source and select relevant marketing theories and marketing tools to support analysis and recommendations.

Assessment

Within semester assessment: 75%
Examination (2 hours): 25%

Chief examiner(s)

Associate Professor Tracey Dagger (semester one); Dr Mauricio Palmeira (semester two)

Contact hours

3 hours per week

Prerequisites

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

Prohibitions

MKC3130, MKG3440, MKW3131, MKW3440