MKW3610 - Marketing strategy and implementation

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Overview

The development and implementation of effective marketing strategies is one of the key success factors for marketers in competitive markets. This unit provides an integrated perspective of the planning, implementation, evaluation, and control of marketing strategies. In doing so, the unit focuses on the practical application of marketing and other … For more content click the Read More button below.

The development and implementation of effective marketing strategies is one of the key success factors for marketers in competitive markets. This unit provides an integrated perspective of the planning, implementation, evaluation, and control of marketing strategies. In doing so, the unit focuses on the practical application of marketing and other strategy-related concepts, techniques and analytical tools in marketing decision-making processes.

Offerings

S1-01-MALAYSIA-ON-CAMPUS

S2-01-MALAYSIA-ON-CAMPUS

Requisites

Prerequisite

MKB2705

6 CP

Research methods and analysis

MKC2500

6 CP

Marketing research analysis

MKF2121

6 CP

Marketing research methods

MKW2420

6 CP

Marketing research methods

AND

MKB2704

6 CP

Consumer orientated marketing communications

MKC3460

6 CP

Integrated marketing communication

MKF3461

6 CP

Marketing communication

MKW2460

6 CP

Integrated marketing communication

Prohibition

Contacts

Chief Examiner(s)

Dr Michelle Yang I-Chieh

Learning outcomes

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

critically analyse and evaluate the effectiveness of marketing strategy at different levels of the organisation

analyse the role of segmentation, targeting and positioning strategy and the marketing mix elements in the strategic making process

develop a marketing plan, which incorporates the specific elements of the marketing mix to achieve specific marketing objectives

develop and enhance appropriate written and oral communications and analytical skills required for the effective presentation of marketing strategies

evaluate the feasibility of implementing and controlling chosen marketing strategies.

Assessment

1 - Within semester assessment

2 - Examination

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.