|Year of offer||Not available in 2019|
|Subject level||Graduate coursework|
|Fees||Subject EFTSL, Level, Discipline & Census Date|
This subject is designed to provide a strong foundation in marketing techniques for startup businesses by reconciling the practical and theoretical concepts of building new brands. This will involve an examination and understanding of various topics including: idea generation, market analysis, customer alignment, and maximum impact branding techniques. The emphasis of this course will be on the application of marketing paradigms to increase entrepreneurial success, with a particularly strong emphasis on brand building.
Intended learning outcomes
On successful completion of this subject a student should be able to:
- Critically evaluate the viability of new market entry;
- Analyse marketing theory and frameworks in formulating a start-up strategy;
- Analyse marketing related issues unique to start-ups and small business; and
- Construct a campaign plan for new marketing ventures.
On successful completion of this subject, students should have improved the following generic skills:
- Critical thinking;
- Synthesis of market data;
- Evaluation of data and other information;
- Receptiveness to alternative ideas;
- Oral communication; written communication;
- Collaborative learning; problem solving; and
- Team work; application of theory to practice; accessing data and other information from a range of sources.
Eligibility and 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
- Individual introspective essay (2000 words), due in Week 5 (20%);
- Individual case development (2000 words), due in Week 7 (20%);
- Group Brand Campaign (4000 words), due in Week 11 (45%); and
- Group presentation (20 minutes), due in Weeks 11 & 12 (15%).
Dates & times
Not available in 2019
Time commitment details
Estimated total time commitment of 170 hours per semester
You will be advised of prescribed texts by your lecturer.
- 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.
- 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.