Marketing Strategy (MKTG90005)
Graduate courseworkPoints: 12.5On Campus (Parkville)
About this subject
Contact information
Semester 1
Semester 1:
Dr Reza Kachouie reza.kachouie@unimelb.edu.au
Semester 2:
Mr Mike Brooke mike.brooke@unimelb.edu.au
Semester 2
Semester 1:
Dr Reza Kachouie reza.kachouie@unimelb.edu.au
Semester 2:
Mr Mike Brooke mike.brooke@unimelb.edu.au
Overview
| Availability | Semester 1 Semester 2 |
|---|---|
| Fees | Look up fees |
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.
Generic skills
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.
Last updated: 9 April 2024
Eligibility and requirements
Prerequisites
Available to all students in the Master of Management (Marketing) who have successfully completed 100 points of study in either the 150 point or 200 point program, plus completion of the core subjects MKTG90004 Marketing Management, MKTG90008 Consumer Behaviour and MKTG90011 Marketing Research at time of subject commencement.
Corequisites
None
Non-allowed subjects
None
Inherent requirements (core participation requirements)
The University of Melbourne is committed to providing students with reasonable adjustments to assessment and participation under the Disability Standards for Education (2005), and the Assessment and Results Policy (MPF1326). Students are expected to meet the core participation requirements for their course. These can be viewed under Entry and Participation Requirements for the course outlines in the Handbook.
Further details on how to seek academic adjustments can be found on the Student Equity and Disability Support website: http://services.unimelb.edu.au/student-equity/home
Last updated: 9 April 2024
Assessment
Additional details
- 2-hour end-of-semester examination (50%)
- Participation in weekly case study discussion (10%)
- 3500 word group take-home Assignment 1: Situation analysis, (usually in groups of 2-4) due week 7 (20%)
- 3500 word group take-Home Assignment 2: Strategy development, (usually in groups of 2-4) due week 12 (20%)
Note: Successful completion of this subject requires a pass (50%) in the final exam.
Last updated: 9 April 2024
Dates & times
- Semester 1
Principal coordinator Reza Kachouie Mode of delivery On Campus (Parkville) Contact hours One 3-hour seminar per week Total time commitment 170 hours Teaching period 27 February 2017 to 28 May 2017 Last self-enrol date 10 March 2017 Census date 31 March 2017 Last date to withdraw without fail 5 May 2017 Assessment period ends 23 June 2017 Semester 1 contact information
Semester 1:
Dr Reza Kachouie reza.kachouie@unimelb.edu.au
Semester 2:
Mr Mike Brooke mike.brooke@unimelb.edu.au
- Semester 2
Principal coordinator Mike Brooke Mode of delivery On Campus (Parkville) Contact hours One 3-hour seminar per week Total time commitment 170 hours Teaching period 24 July 2017 to 22 October 2017 Last self-enrol date 4 August 2017 Census date 31 August 2017 Last date to withdraw without fail 22 September 2017 Assessment period ends 17 November 2017 Semester 2 contact information
Semester 1:
Dr Reza Kachouie reza.kachouie@unimelb.edu.au
Semester 2:
Mr Mike Brooke mike.brooke@unimelb.edu.au
Time commitment details
Estimated total time commitment of 170 hours per semester
Last updated: 9 April 2024
Further information
- Texts
- Related Handbook entries
This subject contributes to the following:
Type Name Course Master of Management (Marketing) Course Master of Management (Marketing) Informal specialisation 150 Point Master of Management (Marketing) Informal specialisation 150 point Master of Marketing Communications Informal specialisation 200 Point Master of Marketing Communications
Last updated: 9 April 2024