6 points, SCA Band 3, 0.125 EFTSL
Undergraduate - Unit
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Synopsis
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.
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
- source and select relevant marketing theories and marketing tools to support analysis and recommendations.
Assessment
Within semester assessment: 75% + Examination: 25%
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.
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