Undergraduate - UnitMKW3440 - Marketing strategy

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.

Level	Undergraduate
Faculty	Faculty of Business and Economics
Organisational Unit	Department of Marketing
Offered	Malaysia First semester 2014 (Day) Berwick Second semester 2014 (Day) Malaysia Second semester 2014 (Day) Peninsula Second semester 2014 (Day) South Africa Second semester 2014 (Day)
Coordinator(s)	Mr Sumesh Nair

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)

Mr Sumesh Nair

Workload requirements

Minimum total expected workload equals 144 hours per semester

Prerequisites

Students must have passed MKG2420 or MKW2420 before undertaking this unit.

Prohibitions

MKC3130, MKF3131, MKG3440