Faculty of Business and Economics

print version

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.

Monash University

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.


Business and Economics

Organisational Unit

Department of Marketing


Dr Pingping Qiu



  • First semester 2016 (Day)


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.


The learning goals associated with this unit are to:

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


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.

See also Unit timetable information

Chief examiner(s)



MKC2210, MKC3130