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

Corporate strategy and marketing strategy, strategic perspectives on buyer behaviour, strategic use of marketing mix variables such as communication, pricing, distribution, product, external and internal decision environments, market position and analysis, corporate and marketing strategic direction, managing marketing strategy -- planning and control.

Objectives

The learning goals associated with this unit are to:

1. critically analyse the effectiveness of marketing strategy at different levels of the organisation using case studies
2. apply marketing theories and model to analysing and formulating marketing strategy analysis and formulation processes
3. assess the role of segmentation, targeting and positioning strategy and the marketing mix elements in the strategy making process
4. formulate and recommend strategic solutions that add measurable value to the organisations used in case studies
5. examine the feasibility of implementing and controlling chosen marketing strategies.

Assessment

Within semester assessment: 60%
Examination (2 hours): 40%

Contact hours

OCL students are expected to undertake 10 hours of guided study time per week, including asynchronous online discussion board activities

Prerequisites

Students must have passed MKW2420 or MKG2420 before undertaking this unit.

Prohibitions

MKC3130, MKF3131, MKW3440