units

MKF5251

Faculty of Business and Economics

18 September 2017 23 December 2024
Monash University

Postgraduate - Unit

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.

print version

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.

LevelPostgraduate
FacultyFaculty of Business and Economics
Organisational UnitDepartment of Marketing
OfferedCaulfield First semester 2014 (Off-campus)
Caulfield First semester 2014 (Evening)
Caulfield Second semester 2014 (Evening)
Coordinator(s)Mr Bill Pickett

Synopsis

Using the case study method this unit provides an analytical framework from which students can explore how marketing strategy is applied to a variety of organisations within the context of contemporary and emerging issues. Students will be taught how to analyse, evaluate and implement marketing strategy. As this is the capstone unit in the Master of Marketing degree course, a theoretical grounding in the earlier core marketing units is essential for students undertaking this unit.

Outcomes

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. develop personal communication and discussion skills.

Assessment

Within semester assessment: 60%
Examination: 40%

Chief examiner(s)

Dr Margaret Matanda

Workload requirements

Minimum total expected workload equals 144 hours per semester

Prerequisites

Students must have passed 48 credit points at graduate level.

Co-requisites

Students must have enrolled in 66 credit points and must be enrolled in one of the following courses: 2276, 3802, 3810 or 4431.

Prohibitions

MKF5270 and MKX5251