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Marketing Strategy (BUSA90261)

Graduate courseworkPoints: 12.5On Campus (Parkville)

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Overview

Year of offer2019
Subject levelGraduate coursework
Subject codeBUSA90261
Campus
Parkville
Availability(Quotas apply)
May
September
FeesSubject EFTSL, Level, Discipline & Census Date

This subject demonstrates to you the benefits of undertaking marketing actions within a strategic framework, and will show you how that can be achieved. Marketing Strategy enables us to refine our vision, check its fit with our target markets’ needs, focus our efforts on the most worthwhile opportunities, and see how best to realize those opportunities. There are three logical steps in this process: (1) Analysis, (2) Generating and Calibrating Strategic Options, and (3) Planning to realize chosen options. We will examine each of these in this subject.

This subject provides an overall direction for the marketing effort. It also links marketing to corporate strategy, and through it to other managerial functions in the organization.

Intended learning outcomes

On completion of this subject, students should be able to:

  • Align marketing strategy with the overall strategy of the organization.
  • Influence the development of overall corporate strategy to include a central focus on customers.
  • Respond to dynamic changes in the environment, and incorporate such contingent responses in the design of marketing strategy.
  • Prioritize strategic marketing initiatives to assist the organization in meeting its marketing and overall goals.
  • Overcome strategic marketing challenges in meeting an organization’s marketing and overall goals.
  • Develop and manage a multi-product multi-customer strategy.

Eligibility and requirements

Prerequisites

Code Name Teaching period Credit Points
BUSA90480 Leadership
Summer Term
March
March
June
September
6.25
BUSA90481 Social Responsibility and Ethics
Summer Term
April
April
June
September
6.25
BUSA90060 Data Analysis
January
January
April
July
September
12.5
BUSA90193 Managerial Economics
January
April
July
September
12.5
BUSA90227 Operations
January
April
July
September
12.5
BUSA90243 Marketing
January
April
April
September
12.5
BUSA90001 Financial Accounting
January
January
July
September
12.5
BUSA90093 Financial Management
January
April
April
July
12.5
BUSA90074 Global Business Economics
April
July
September
12.5
BUSA90026 Business Strategy
January
April
September
12.5
BUSA90224 Managing People
January
June
July
September
12.5

Corequisites

None

Non-allowed subjects

None

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

Assessment

Description

  • Contribution to class learning (10%)
    • Attendance at leactures and workshops, instructor evalution
    • Throughout subject
  • Case preparation and discussion (10%)
    • 500 words
    • Throughout subject
  • Syndicate project
    • First strategy report (equivalent of individual 200 word assessmen, week 1) (4%)
    • Presentation of performance (equivalent of individual 600 word assessment, throughout subject) (12%)
    • Final strategy report (equivalent of individual 1,200 word assessment, week 10) (24%)
  • Final examination (40%)
    • Hurdle requirement
    • 90 minutes, equivalent of 1,500 words
    • End of subject
  • 90% attendance to classes (hurdle requirement)

Quotas apply to this subject

Dates & times

  • May
    Mode of deliveryOn Campus — Parkville
    Contact hours30 hours
    Pre teaching start date28 April 2019
    Pre teaching requirementsstudents are required to complete approximately 15 hours of readings to prepare for the subject during pre-teaching period
    Teaching period 4 May 2019 to 13 May 2019
    Last self-enrol date 3 February 2019
    Census date 6 May 2019
    Last date to withdraw without fail 8 May 2019
    Assessment period ends13 May 2019
  • September
    Mode of deliveryOn Campus — Parkville
    Contact hours30 hours
    Pre teaching start date14 September 2019
    Pre teaching requirementsstudents are required to complete approximately 15 hours of readings to prepare for the subject during pre-teaching period
    Teaching period21 September 2019 to 30 September 2019
    Last self-enrol date21 July 2019
    Census date23 September 2019
    Last date to withdraw without fail25 September 2019
    Assessment period ends30 September 2019

    September contact information

    Melbourne Business School

    Degree Program Services

    Email: programservices@mbs.edu

Additional delivery details

This subject is only available to students admitted to MC-BA, MC-BAPT, GD-MKTG, 294PN, or students with permission of the MBA course coordinator

This subject has a quota of 60 students. Students will be selected on a first come, first serve basis. However if any student is approaching their completion date, they will get priority in enrolment.

Further information

Last updated: 3 April 2019