MKF3131 - Strategic marketing - 2017

Using the case study method this unit provides an analytical framework from which students can explore how marketing strategy is applied throughout a variety of industries. Students will be taught how to analyse, evaluate and implement marketing strategy. A theoretical grounding in introductory marketing, marketing research, buyer behaviour and communications is essential to students undertaking this unit.

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. source and select relevant marketing theories and marketing tools to support analysis and recommendations.

Within semester assessment: 75% + Examination: 25%

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

Mr Paul Murphy

MKF2111 and MKF3121

MKC3130, MKG3440, MKW3131, MKW3440