units

MKF5251

Faculty of Business and Economics

18 September 2017 20 April 2024

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

Postgraduate - 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)

Mr Bill Pickett

Offered

Caulfield

  • First semester 2016 (Off-campus)
  • Second semester 2016 (Evening)

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%

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)

Dr Stephen Saunders

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