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Marketing Strategy (MKTG90005)
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
Semester 1
Mr Eugene Skewes eugene.skewes@unimelb.edu.au
Semester 2
Mr Eugene Skewes eugene.skewes@unimelb.edu.au
Please refer to the LMS for up-to-date subject information, including assessment and participation requirements, for subjects being offered in 2020.
Overview
Availability | Semester 1 Semester 2 |
---|---|
Fees | Look up fees |
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: 3 November 2022
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: 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 |
---|---|---|
Group marketing plan (usually in groups of 4-5)
| Week 6 | 30% |
Group presentation to the executive board (15 minutes plus 5 minute Q&A) (usually in groups of 4-5)
| Week 10 | 20% |
Individual contribution to weekly executive briefings
| Throughout the semester | 20% |
Overall simulation performance (usually in groups of 4-5)
| Week 10 | 10% |
1 hour in class test
| Week 12 | 20% |
Last updated: 3 November 2022
Dates & times
- Semester 1
Principal coordinator Eugene Skewes Mode of delivery On Campus (Parkville) Contact hours 36 hours (one 3 hour seminar per week) Total time commitment 170 hours Teaching period 2 March 2020 to 7 June 2020 Last self-enrol date 13 March 2020 Census date 30 April 2020 Last date to withdraw without fail 5 June 2020 Assessment period ends 3 July 2020 Semester 1 contact information
Mr Eugene Skewes eugene.skewes@unimelb.edu.au
- Semester 2
Principal coordinator Eugene Skewes Mode of delivery On Campus (Parkville) Contact hours 36 hours (one 3 hour seminar per week) Total time commitment 170 hours Teaching period 3 August 2020 to 1 November 2020 Last self-enrol date 14 August 2020 Census date 21 September 2020 Last date to withdraw without fail 16 October 2020 Assessment period ends 27 November 2020 Semester 2 contact information
Mr Eugene Skewes eugene.skewes@unimelb.edu.au
Time commitment details
Estimated total time commitment of 170 hours per semester
Last updated: 3 November 2022
Further information
- Texts
Prescribed texts
You will be advised of prescribed texts by your lecturer.
- Related Handbook entries
This subject contributes to the following:
Type Name Course Master 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: 3 November 2022