Undergraduate - UnitMKF3131 - Strategic marketing

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.

Level	Undergraduate
Faculty	Faculty of Business and Economics
Offered	Caulfield 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)

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.

Outcomes

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: 75%
Examination (2 hours): 25%

Chief examiner(s)

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

Contact hours

3 hours per week

Prerequisites

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

Prohibitions

MKC3130, MKG3440, MKW3131, MKW3440