Authorised by Academic Registrar, April 1996
Objectives On completion of this subject students should be able to integrate the theoretical, functional and planning aspects of marketing (and other business disciplines) into a practical problem-solving framework; develop skills at solving real life marketing problems based on information supplied in case studies; develop personal, communication and presentation skills.
Synopsis This subject is designed to provide students with the opportunity to think strategically and broaden their understanding by tying together theories, concepts and practical applications gained from other subjects in the course; integrate the theoretical and functional aspects taught in previous subjects into a practical problem-solving framework; prepare students for strategic decision-making in a range of marketing disciplines and specialisations such as consumer, services, industrial, high technology, retail and public marketing, logistics management, marketing communication, new product development. Students will be introduced to the development, evaluation and implementation of strategies for consumer and industrial products and services both in the private and public sector. Analysis includes objective setting, problem identification, environment analysis internal and external, strategy design and evaluation, corporate and functional implications, and strategy implementation.
Assessment Assignment (4500 words): 45% + Participation: 15% + Examination (4.5 hours): 40%