MKC3110 · Market analysis and strategy development

Overview

This unit examines marketing strategy within the organisational hierarchy and its contribution to value creation. You'll analyse internal and external environments using research evidence across global contexts to inform strategic decisions. The unit develops the capability to design evidence-based marketing strategies and communicate strategic recommendations effectively in professional and team settings.

Offerings

Assessment

The Handbook lists an examination for this unit.

Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.

Requisites

Learning outcomes

1. evaluate marketing decisions across different levels of the hierarchy of strategy in terms of their contribution to organisational value
2. analyse internal and external organisational data and research evidence, across global business contexts, to inform marketing strategy decision-making
3. design marketing strategies that address complex business challenges and deliver measurable organisational value
4. communicate complex marketing analyses and strategic recommendations effectively in professional written and oral formats while demonstrating effective collaboration in teams.

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. You are expected to complete all pre-class activities prior to your scheduled class, and post-class activities should be completed after your scheduled class. Learning activities may include a combination of teacher directed, peer directed and online engagement activities.

Student experience, not official rules. Nothing here changes what the Handbook says.