Faculty of Business and Economics

Monash University

Undergraduate - Unit

This unit entry is for students who completed this unit in 2012 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

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6 points, SCA Band 3, 0.125 EFTSL

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

FacultyFaculty of Business and Economics
OfferedCaulfield First semester 2012 (Day)
Caulfield Second semester 2012 (Day)
Caulfield Second semester 2012 (Evening)
Coordinator(s)Dr Junzhao Ma (First Semester); Dr Mauricio Palmeira (Second Semester)


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:

  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.


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

Chief examiner(s)

Dr Junzhao Ma (semester 1)
Dr Mauricio Palmeira (semester 2)

Contact hours

3 hours per week


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


MKC3130, MKG3440, MKW3131, MKW3440