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 for the Master of Management (Marketing) integrating previous knowledge and skills acquired in other marketing subjects. This subject examines the task of preparing, implementing, and adjusting strategic marketing decisions and plans. It also introduces students to the tasks of utilising market information to identify and evaluate marketing strategies and gives students the opportunity to learn, examine and apply strategic decision processes in a business environment. The subject is application-oriented and makes extensive use of a simulation.

Intended learning outcomes

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

  • Explain and apply marketing thinking and concepts to guide the development of marketing strategies and plans;
  • Explain and apply strategic marketing concepts;
  • Synthesise strategic marketing concepts and be able to apply these concepts in a business decision-making context (based on a simulation) and in marketing group projects (marketing plan and evaluation of market performance);
  • 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 simulation and marketing group projects. Teamwork will be fostered through collaborative learning, which is necessary to analyse simulation data, make collaborative decisions, develop a strategic marketing plan, and present the group's simulation results;
  • Problem solving and critical thinking, which should be enhanced through the application of marketing thinking theory to the simulation and to group and individual assessment pieces;
  • Oral and written communication, as well as presentation skills, which should be developed through the discussion of market information with peers and the instructor as well as through the preparation of assessment pieces;
  • Synthesis and application marketing thinking and concepts from prior courses for the purpose of developing marketing programs designed to serve target markets in a manner superior to the competition.

Last updated: 9 April 2024