MKC3110 - Market analysis and strategy development

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Overview

This unit applies a market focus to the process of analysis and strategy development. Using marketing planning as a framework, the contribution of marketing strategies to the attainment of firm goals is explored.

Offerings

S1-01-CLAYTON-ON-CAMPUS

Requisites

Prohibition

Rules

Enrolment Rule

To be successful in this unit, background knowledge and application of maths is required at the equivalent of VCE Year 12 Higher level. You may have satisfied this by completing relevant prerequisite unit/s, or you have covered relevant topics in your final years of secondary study. You should self-assess your maths competency prior to enrolling in this unit.

You must have passed MKC1200 and two units (12 credit points) from the Department of Marketing to undertake this unit.

Contacts

Chief Examiner(s)

Dr Pingping Qiu

Learning outcomes

On successful completion of this unit, you should be able to:

distinguish the nature of marketing decisions that a firm makes according to the hierarchy of strategy

explain the contribution that marketing makes to the value of the firm

conduct analysis of the internal and external environments of an organisation that informs marketing strategy development

formulate and recommend marketing strategies that add measurable value to the organisation

develop the written and oral communication skills required to justify a strategic recommendation.

Teaching approach

Online learning

Case-based teaching

Problem-based learning

Assessment

1 - Within semester assessment

2 - Examination

Scheduled and non-scheduled teaching activities

Lectures

Tutorials

Workload requirements

Workload

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.

Learning resources

Required resources

Other unit costs

Costs are indicative and subject to change.
Electronics, calculators and tools: $40