|Year of offer||2017|
|Subject level||Graduate coursework|
|Fees||Subject EFTSL, Level, Discipline & Census Date|
This subject serves as a capstone subject integrating previous knowledge and skills acquired in other marketing subjects. It introduces students to the tasks of identifying and evaluating a variety of marketing strategies and gives students the opportunity to learn, examine and apply strategic marketing decision processes in a variety of business environments. The subject is applications oriented: it makes extensive use of case studies.
Intended learning outcomes
On successful completion of this subject, students should be able to:
- Describe the concepts and models used to guide the development of marketing strategies and plans;
- Explain and apply strategic marketing concepts;
- Explain and analyse alternative research methods to understand customers, competitors and the broader environment;
- Evaluate and synthesise various strategic marketing theories and models and be able to apply these concepts in case study analyses and marketing group projects;
- Critically evaluate the appropriateness of marketing strategies and tactics.
- Integrate knowledge and skills acquired in previous marketing subjects.
On successful completion of this subject, students should have improved the following generic skills:
- Collaborative learning and teamwork, which should be developed through syndicate case study and marketing group projects. Teamwork will be fostered through collaborative learning, which is necessary to analyse, write-up and present the case and group projects;
- Problem solving and critical thinking, which should be enhanced through the application of theory to case studies and group projects;
- Oral and written communication, which should be developed through the presentation and write-up of a case assignment;
- Synthesis and application of all areas of marketing for the purpose of developing marketing programs designed to serve target markets in a manner superior to the competition.