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Marketing Strategy (MKTG90005)

Graduate courseworkPoints: 12.5On Campus (Parkville)

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Overview

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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