Postgraduate - UnitMKF5251 - Case studies in marketing strategy

This unit entry is for students who completed this unit in 2015 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.

Level	Postgraduate
Faculty	Faculty of Business and Economics
Organisational Unit	Department of Marketing
Offered	Caulfield First semester 2015 (Off-campus) Caulfield First semester 2015 (Evening) Caulfield Second semester 2015 (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:

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
develop personal communication and discussion skills.

Assessment

Within semester assessment: 60%
Examination: 40%

Workload requirements

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

Chief examiner(s)

Dr Mauricio Palmeira

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