Undergraduate - UnitMKG3440 - Marketing strategy

This unit entry is for students who completed this unit in 2013 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.

print version

6 points, SCA Band 3, 0.125 EFTSL

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Level	Undergraduate
Faculty	Faculty of Business and Economics
Organisational Unit	Department of Marketing
Offered	Gippsland Second semester 2013 (Day) Gippsland Second semester 2013 (Off-campus)
Coordinator(s)	Dr Rowan Kennedy

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.

Outcomes

The learning goals associated with this unit are to:

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

Assessment

Within semester assessment: 60%
Examination: 40%

Chief examiner(s)

Dr Rowan Kennedy

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