This unit entry is for students who completed this unit in 2016 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.

MKC3110 - Market analysis and strategy development

6 points, SCA Band 3, 0.125 EFTSL

Undergraduate - Unit

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.

Faculty

Business and Economics

Organisational Unit

Department of Marketing

Coordinator(s)

Dr Pingping Qiu

Offered

Clayton

First semester 2016 (Day)

Synopsis

This unit applies a market focus to the process of analysis and strategy development. Using marketing planning as a framework, the contribution of marketing strategies to the attainment of firm goals is explored.

Outcomes

The learning goals associated with this unit are to:

distinguish the nature of marketing decisions that a firm makes according to the hierarchy of strategy
explain the contribution that marketing makes to the value of the firm
conduct analysis of the internal and external environments of an organisation that informs marketing strategy development
formulate and recommend marketing strategies that add measurable value to the organisation
develop the written and oral communication skills required to justify a strategic recommendation.

Assessment

Within semester assessment: 50% +
Examination: 50%

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.