Refer to the specific census and withdrawal datesfor the semester(s) in which this unit is offered.
Students must have passed MKG2420 or MKS2420 or MKW2420 or MKB2420 before undertaking this unit.
MKC3130, MKF3131, MKG3440, MKW3440
This unit explores corporate strategy and marketing strategy, strategic perspectives on buyer behaviour, strategic use of marketing mix variables such as communication, pricing, distribution, product, external and internal decision environments, market position and analysis, corporate and marketing strategic direction, managing marketing strategy planning and control.
The learning goals associated with this unit are to:
Within semester assessment: 60% + Examination: 40%
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.