MKW3610 Marketing strategy and implementation
Faculty of Business and Economics
MKW3610 Marketing strategy and implementation is a level 3, 6-credit-point, undergraduate unit from the Faculty of Business and Economics, offered in 2022 in Semester 1 and Semester 2 at Malaysia. It needs (MKF2121, MKW2420, MKC2500 or MKB2705) and (MKF3461, MKW2460, MKB2704 or MKC3460).
- Credit points
- 6
- Offered in 2022
- Semester 1, Semester 2
- Malaysia
- Assessment
- Exam 40%
- and 1 other task
- Workload
- 144 hours
- per semester
This is the 2022 handbook entry. See the 2027 entry.
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Requisites
Before MKW3610
Prerequisites
Pass these before you enrol.
Prohibitions
You can't enrol if you have passed any of these.
After MKW3610
No unit lists MKW3610 as a prerequisite in the 2022 handbook.
Overview
The development and implementation of effective marketing strategies is one of the key success factors for marketers in competitive markets. This unit provides an integrated perspective of the planning, implementation, evaluation, and control of marketing strategies. In doing so, the unit focuses on the practical application of marketing and other strategy-related concepts, techniques and analytical tools in marketing decision-making processes.
Offerings in 2022
| Teaching period | Campus | Mode |
|---|---|---|
| First semester | Malaysia | On campus |
| Second semester | Malaysia | On campus |
Assessment
- Within semester assessment60%
- ExaminationThreshold hurdle40%
Learning outcomes
When you finish this unit, you should be able to:
- 1
critically analyse and evaluate the effectiveness of marketing strategy at different levels of the organisation
- 2
analyse the role of segmentation, targeting and positioning strategy and the marketing mix elements in the strategic making process
- 3
develop a marketing plan, which incorporates the specific elements of the marketing mix to achieve specific marketing objectives
- 4
develop and enhance appropriate written and oral communications and analytical skills required for the effective presentation of marketing strategies
- 5
evaluate the feasibility of implementing and controlling chosen marketing strategies.
Workload and teaching
- Teaching approachCase-based teaching
- Teaching approachActive learning
- Teaching approachWork-integrated learning
- Teaching approachProblem-based 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. 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.
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 engages you in actively applying your knowledge, skills and attributes in interactive, collaborative and reflective activities.
This unit provides you with the opportunity to engage in work-integrated learning to incorporate professional and industry experience into your studies.
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.
Where it fits
MKW3610 is part of 2 areas of study in the 2022 handbook.
Contacts
- Chief Examiners
- Dr Sumit Malik
Common questions
What are the prerequisites for MKW3610?
You need (MKF2121, MKW2420, MKC2500 or MKB2705) and (MKF3461, MKW2460, MKB2704 or MKC3460) before you enrol.
When is MKW3610 offered?
In 2022, MKW3610 runs in Semester 1 and Semester 2 at Malaysia.
How much work is MKW3610?
The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.
Does MKW3610 have an exam?
Yes. The exam is worth 40% of the final mark, alongside 1 other task.
Which majors and minors include MKW3610?
MKW3610 is part of Strategic marketing.