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 2024 in Semester 1 at Clayton. It has no prerequisites and unlocks 1 unit.
- Credit points
- 6
- Offered in 2024
- Semester 1
- Clayton
- Assessment
- Exam 40%
- and 1 other task
- Workload
- 144 hours
- per semester
This is the 2024 handbook entry. See the 2027 entry.
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Requisites
Before MKC3110
Prohibitions
You can't enrol if you have passed any of these.
After MKC3110
1 unit list MKC3110 as a prerequisite or corequisite.
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 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 in 2024
| Teaching period | Campus | Mode |
|---|---|---|
| First semester | Clayton | Flexible |
Assessment
- Within semester assessment60%
- ExaminationThreshold hurdle40%
Learning outcomes
When you finish this unit, you should be able to:
- 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 and teaching
- Tutorials24 hours
- Teaching approachProblem-based learning
- Teaching approachActive learning
- Teaching approachSimulation or virtual practice
- Teaching approachCase-based teaching
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 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.
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 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.
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 2024 handbook.
Contacts
- Chief Examiners
- Dr Pingping Qiu
Common questions
What are the prerequisites for MKC3110?
MKC3110 has no prerequisites, but enrolment rules apply.
What can I take after MKC3110?
MKC3110 is a prerequisite or corequisite for 1 unit, including MKC3140.
When is MKC3110 offered?
In 2024, 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 1 other task.
Which majors and minors include MKC3110?
MKC3110 is part of Marketing science.