MKC3110 · Market analysis and strategy development

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

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. distinguish the nature of marketing decisions that a firm makes according to the hierarchy of strategy
2. explain the contribution that marketing makes to the value of the firm
3. conduct analysis of the internal and external environments of an organisation that informs marketing strategy development
4. formulate and recommend marketing strategies that add measurable value to the organisation
5. develop the written and oral communication skills required to justify a strategic recommendation.

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.