MKC3110 Market analysis and strategy development
Faculty of Business and Economics
MKC3110 Market analysis and strategy development is a level 3, 6-credit-point, undergraduate unit from the Faculty of Business and Economics, offered in 2027 in Semester 1 at Clayton. It has no prerequisites.
- Credit points
- 6
- Offered in 2027
- Semester 1
- Clayton
- Assessment
- Exam 40%
- and 2 other tasks
- Workload
- 144 hours
- per semester
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Requisites
Before MKC3110
Prohibitions
You can't enrol if you have passed any of these.
After MKC3110
No unit lists MKC3110 as a prerequisite in the 2027 handbook.
Enrolment rules
You must have passed MKC1200 and two units (12 credit points) from the Department of Marketing to undertake this unit.
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.
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 in 2027
| Teaching period | Campus | Mode |
|---|---|---|
| First semester | Clayton | On campus |
Assessment
- Exercise25%
- Project35%
- Examination40%
Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.
Learning outcomes
When you finish this unit, you should be able to:
- 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 and teaching
- Tutorials24 hours
- Lectures12 hours
- Teaching approachCase-based teaching
- Teaching approachSimulation or virtual practice
- Teaching approachProblem-based learning
- Teaching approachActive learning
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.
This unit includes case-based teaching, where you apply your knowledge and engage in analytical and reflective thinking to solve complex contextual scenarios. Activities are often designed so that there is not one clear answer, but you need to work together to examine, analyse and make decisions to resolve the situation.
This unit allows you to engage in guided, immersive experiences to develop relevant skills, knowledge and attitudes through simulation or virtual practice.
This unit includes problem-based learning approaches, where you engage in research, integrate theory and practice and apply knowledge and skills to develop viable solutions in response to a problem or set of problems.
This unit engages you in actively applying your knowledge, skills and attributes in interactive, collaborative and reflective activities.
Learning resources
Required resources
Thompson, A., Peteraf, M., Gamble, J., & Strickland III, A. J. (2020). Crafting & Executing Strategy 22/e: The Quest for Competitive Advantage: Concepts and Cases. McGraw-Hill Education.
Where it fits
MKC3110 is part of 1 area of study in the 2027 handbook.
Contacts
- Chief Examiners
- Dr Pingping Qiu
Common questions
What are the prerequisites for MKC3110?
MKC3110 has no prerequisites, but enrolment rules apply.
When is MKC3110 offered?
In 2027, MKC3110 runs in Semester 1 at Clayton.
How much work is MKC3110?
The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.
Does MKC3110 have an exam?
Yes. The exam is worth 40% of the final mark, alongside 2 other tasks.
Which majors and minors include MKC3110?
MKC3110 is part of Marketing science.