Strategic marketing
Dr Felix Mavondo
6 points
* One 3-hour class per week
* First, second semester
*
Caulfield
* Prerequisites: MKT2111, MKT2121 and MKT3121
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 Development of appropriate market strategies for a range of products, through the use of cases. Builds on the theories explored in MKT1120 and sharpens the student's ability to analyse, evaluate and implement successful changes in the marketing mix. A theoretical grounding in sales management, marketing research, buyer behaviour and promotion is essential to the student undertaking this subject.
Assessment Two assignments (4500 words): 45%
* Participation: 15%
* Examination (4.5 hours): 40%
Prescribed texts
Quelch J A and others Marketing management: Text and cases Irwin, 1993
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