Undergraduate - UnitMKF3131 - Strategic marketing

This unit entry is for students who completed this unit in 2014 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
Organisational Unit	Department of Marketing
Offered	Caulfield First semester 2014 (Day) Caulfield Second semester 2014 (Day)
Coordinator(s)	Dr Pingping QiuDr Junzhao Ma (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: 25%

Chief examiner(s)

Dr Pingping Qiu (First semester)
Dr Junzhao Ma (Second semester)

Workload requirements

Minimum total expected workload equals 144 hours per semester

Prerequisites

MKF2111 and MKF3121

Prohibitions

MKC3130, MKG3440, MKW3131, MKW3440