Handbook home
Marketing Strategy (BUSA90261)
Graduate courseworkPoints: 12.5On Campus (Parkville)
For information about the University’s phased return to campus and in-person activity in Winter and Semester 2, please refer to the on-campus subjects page.
About this subject
- Overview
- Eligibility and requirements
- Assessment
- Dates and times
- Further information
- Timetable(opens in new window)
Contact information
Please refer to the LMS for up-to-date subject information, including assessment and participation requirements, for subjects being offered in 2020.
Overview
Availability(Quotas apply) | April September |
---|---|
Fees | Look up fees |
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.
Last updated: 3 November 2022
Eligibility and requirements
Prerequisites
Code | Name | Teaching period | Credit Points |
---|---|---|---|
BUSA90480 | Leadership |
September (On Campus - Parkville)
March (On Campus - Parkville)
Summer Term (On Campus - Parkville)
June (On Campus - Parkville)
September (On Campus - Parkville)
March (On Campus - Parkville)
|
6.25 |
BUSA90481 | Social Responsibility and Ethics |
September (On Campus - Parkville)
Summer Term (On Campus - Parkville)
June (On Campus - Parkville)
June (On Campus - Parkville)
September (On Campus - Parkville)
March (On Campus - Parkville)
|
6.25 |
BUSA90060 | Data Analysis |
September (On Campus - Parkville)
January (On Campus - Parkville)
June (On Campus - Parkville)
April (On Campus - Parkville)
September (On Campus - Parkville)
|
12.5 |
BUSA90193 | Managerial Economics |
January (On Campus - Parkville)
June (On Campus - Parkville)
September (On Campus - Parkville)
April (On Campus - Parkville)
|
12.5 |
BUSA90227 | Operations |
September (On Campus - Parkville)
April (On Campus - Parkville)
January (On Campus - Parkville)
June (On Campus - Parkville)
|
12.5 |
BUSA90243 | Marketing |
April (On Campus - Parkville)
January (On Campus - Parkville)
September (On Campus - Parkville)
June (On Campus - Parkville)
|
12.5 |
BUSA90001 | Financial Accounting |
June (On Campus - Parkville)
April (On Campus - Parkville)
March (On Campus - Parkville)
September (On Campus - Parkville)
|
12.5 |
BUSA90093 | Financial Management |
June (On Campus - Parkville)
April (On Campus - Parkville)
September (On Campus - Parkville)
January (On Campus - Parkville)
|
12.5 |
BUSA90074 | Global Business Economics |
June (On Campus - Parkville)
April (On Campus - Parkville)
January (On Campus - Parkville)
|
12.5 |
BUSA90026 | Business Strategy |
June (On Campus - Parkville)
April (On Campus - Parkville)
September (On Campus - Parkville)
|
12.5 |
BUSA90224 | Managing People |
January (On Campus - Parkville)
September (On Campus - Parkville)
June (On Campus - Parkville)
April (On Campus - Parkville)
September (On Campus - Parkville)
|
12.5 |
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: 3 November 2022
Assessment
Due to the impact of COVID-19, assessment may differ from that published in the Handbook. Students are reminded to check the subject assessment requirements published in the subject outline on the LMS
Description | Timing | Percentage |
---|---|---|
Contribution to class learning; Attendance at lectures and workshops, instructor evaluation | Throughout the teaching period | 10% |
Case preparation and discussion
| Throughout the teaching period | 10% |
Syndicate project: First strategy report
| Week 1 | 4% |
Syndicate project; Presentation of performance
| Throughout the teaching period | 12% |
Syndicate project; Final strategy report
| Week 10 | 24% |
End-of-semester examination, equivalent of 1500 words
| During the examination period | 40% |
Hurdle requirement: 90% attendance to classes | Throughout the teaching period | N/A |
Last updated: 3 November 2022
Quotas apply to this subject
Dates & times
- April
Mode of delivery On Campus (Parkville) Contact hours Total time commitment 170 hours Teaching period 19 April 2020 to 27 April 2020 Last self-enrol date 1 April 2020 Census date 24 April 2020 Last date to withdraw without fail 25 April 2020 Assessment period ends 27 April 2020 - September
Mode of delivery On Campus (Parkville) Contact hours Total time commitment 170 hours Pre teaching start date 20 September 2020 Pre teaching requirements Students are required to complete approximately 10 hours of readings to prepare for the subject during pre-teaching period Teaching period 27 September 2020 to 19 October 2020 Last self-enrol date 16 August 2020 Census date 2 October 2020 Last date to withdraw without fail 16 October 2020 Assessment period ends 26 October 2020
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.
Last updated: 3 November 2022
Further information
- Texts
Prescribed texts
There are no specifically prescribed or recommended texts for this subject.
- Subject notes
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
- Related Handbook entries
This subject contributes to the following:
- 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: 3 November 2022