Marketing Strategy (MKTG90005)

Graduate courseworkPoints: 12.5On Campus (Parkville)

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Overview

Availability
Semester 1
Semester 2
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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

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

DescriptionTimingPercentage

Group marketing plan (usually in groups of 4-5)

  • 3000 words
Week 630%

Group presentation to the executive board (15 minutes plus 5 minute Q&A) (usually in groups of 4-5)

  • 20 minutes
Week 1020%

Individual contribution to weekly executive briefings

  • 15 minutes
Throughout the semester20%

Overall simulation performance (usually in groups of 4-5)

  • 16 hours
Week 1010%

1 hour in class test

  • 1 hours
Week 1220%

Last updated: 9 April 2024

Dates & times

  • Semester 1
    Principal coordinatorMax Theilacker
    Mode of deliveryOn Campus (Parkville)
    Contact hours36 hours (one 3 hour seminar per week)
    Total time commitment170 hours
    Teaching period 4 March 2019 to 2 June 2019
    Last self-enrol date15 March 2019
    Census date31 March 2019
    Last date to withdraw without fail10 May 2019
    Assessment period ends28 June 2019

    Semester 1 contact information

    Dr Max Theilacker maxnt@unimelb.edu.au

  • Semester 2
    Principal coordinatorNicole Ye Yang
    Mode of deliveryOn Campus (Parkville)
    Contact hours36 hours (one 3 hour seminar per week)
    Total time commitment170 hours
    Teaching period29 July 2019 to 27 October 2019
    Last self-enrol date 9 August 2019
    Census date31 August 2019
    Last date to withdraw without fail27 September 2019
    Assessment period ends22 November 2019

    Semester 2 contact information

    Dr Nicole Ye Yang ye.yang@unimelb.edu.au

Time commitment details

Estimated total time commitment of 170 hours per semester

Last updated: 9 April 2024

Further information

  • Texts

    Prescribed texts

    You will be advised of prescribed texts by your lecturer.

  • Related Handbook entries

    This subject contributes to the following:

    TypeName
    CourseMaster of Management (Marketing)
  • Available to Study Abroad and/or Study Exchange Students

    This subject is available to students studying at the University from eligible overseas institutions on exchange and study abroad. Students are required to satisfy any listed requirements, such as pre- and co-requisites, for enrolment in the subject.

Last updated: 9 April 2024