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Strategic Marketing (MKTG20008)
Undergraduate level 2Points: 12.5On Campus (Parkville)
About this subject
- Overview
- Eligibility and requirements
- Assessment
- Dates and times
- Further information
- Timetable(opens in new window)
Contact information
Semester 2
Shala Ahmed shala.ahmed@unimelb.edu.au
Overview
Availability | Semester 2 |
---|---|
Fees | Look up fees |
Strategic marketing builds on the concepts and skills learned in other marketing subjects. The subject presents an opportunity for students to learn, examine and apply strategic marketing decision processes with the goals of establishing, maintaining, or improving the firm’s competitive advantage. Topics include: strategic analysis (ie.external analysis, competitor analysis, market analysis, product portfolio analysis, environmental analysis and dealing with strategic uncertainty,
internal analysis), alternative business strategies (ie. differentiation strategies, growth strategies, strategies in declining and hostile markets), implementation and the planning process.
Intended learning outcomes
On successful completion of this subject, students should be able to:
- Explain the importance of marketing strategy for superior business performance and shareholder value;
- Evaluate strategic marketing principles, theories and models;
- Analyse strategic marketing problems and be capable of applying relevant models/theories to generate appropriate strategic solutions;
- Examine critical issues associated with creating, exiting, analysing and selecting market niches;
- Describe how marketing managers can make informed strategic choices to improve strategic outcomes.
Generic skills
High level of development: oral communication; written communication; collaborative learning; problem solving; team work; application of theory to practice; interpretation and analysis; critical thinking; synthesis of data and other information; evaluation of data and other information; accessing data and other information from a range of sources; receptiveness to alternative ideas. Moderate level of development: statistical reasoning. Some level of development: use of computer software
Last updated: 27 April 2024
Eligibility and requirements
Prerequisites
Code | Name | Teaching period | Credit Points |
---|---|---|---|
MKTG10001 | Principles of Marketing |
Summer Term (On Campus - Parkville)
Semester 2 (On Campus - Parkville)
Semester 1 (On Campus - Parkville)
|
12.5 |
Corequisites
Code | Name | Teaching period | Credit Points |
---|---|---|---|
MKTG10001 | Principles of Marketing |
Summer Term (On Campus - Parkville)
Semester 2 (On Campus - Parkville)
Semester 1 (On Campus - Parkville)
|
12.5 |
Non-allowed subjects
None
Recommended background knowledge
Please refer to Prerequisites and Corequisites.
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: 27 April 2024
Assessment
Additional details
- Group Assignment #1 (Situation Analysis), 1-5 students, 2000 words, due week 6 (20%)
- Group Assignment #2 (Strategy Development), 1-5 students, 2000 words, due week 12 (20%)
- A 2-hour end-of-semester examination (60%)
- To pass this subject students must pass the end of semester examination.
Last updated: 27 April 2024
Dates & times
- Semester 2
Principal coordinator Shala Ahmed Mode of delivery On Campus (Parkville) Contact hours One 2-hour lecture and one 1-hour tutorial weekly Total time commitment 170 hours Teaching period 23 July 2018 to 21 October 2018 Last self-enrol date 3 August 2018 Census date 31 August 2018 Last date to withdraw without fail 21 September 2018 Assessment period ends 16 November 2018 Semester 2 contact information
Shala Ahmed shala.ahmed@unimelb.edu.au
Time commitment details
170 Hours
Last updated: 27 April 2024
Further information
- Texts
Prescribed texts
You will be advised of prescribed texts by your lecturer.
- Subject notes
Students may not gain credit for both 325-302 Strategic Marketing and MKTG20008 Strategic Marketing.
- Related Handbook entries
This subject contributes to the following:
Type Name Breadth Track Marketing Strategy - Breadth options
This subject is available as breadth in the following courses:
- Available through the Community Access Program
About the Community Access Program (CAP)
This subject is available through the Community Access Program (also called Single Subject Studies) which allows you to enrol in single subjects offered by the University of Melbourne, without the commitment required to complete a whole degree.
Entry requirements including prerequisites may apply. Please refer to the CAP applications page for further information.
Last updated: 27 April 2024