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Market Leadership & Strategic Marketing (MKTG90020)
Graduate courseworkPoints: 6.25Not available in 2020
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.
Please refer to the LMS for up-to-date subject information, including assessment and participation requirements, for subjects being offered in 2020.
Overview
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This subject deals with strategic marketing management and the carefully thought-out plans required to outperform the competition.
Drawing on the Faculty of Business and Economics latest research and unique approach to marketing students will learn to examine and apply strategic marketing decisions.
Intended learning outcomes
On successful completion of this program, students should be able to:
- Make informed strategic choices to improve strategic outcomes;
- explain the importance of marketing strategy for superior business performance and shareholder value;
- evaluate and execute strategic marketing plans;
- analyse strategic marketing problems and be capable of generating appropriate strategic solutions;
- examine critical issues associated with creating, analysing, and selecting market segments and niches.
Generic skills
- Capacity to analyse and synthesis information and develop strategies.
- Critical thinking and problem solving skills.
- Written skills in the preparation of high quality reports.
- Oral skills in the presentation of reports.
Last updated: 3 November 2022
Eligibility and requirements
Prerequisites
Admission to
- Specialist Certificate in Strategic Marketing
- Specialist Certificate in Executive Leadership
- Specialist Certificate in Leadership (Professional Services)
Or
- An undergraduate degree or equivalent qualification, and three years of documented relevant professional experience; or ten years of documented relevant professional experience which demonstrates the capacity to undertake the course successfully
- and approval by the Academic Director of the Open Programs
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 |
---|---|---|
Report on a marketing problem
| 4 Weeks after the end of teaching | 60% |
Case study on the use of the demonstrated marketing tool
| 2 Weeks after the end of teaching | 40% |
Last updated: 3 November 2022
Dates & times
Not available in 2020
Time commitment details
In addition to face-to-face teaching time of 16 hours, students should expect to undertake a minimum of 85 hours research, reading, writing and general study to complete this subject successfully.
Last updated: 3 November 2022
Further information
- Texts
Prescribed texts
Nil
- Related Handbook entries
This subject contributes to the following:
Type Name Course Specialist Certificate in Leadership (Professional Services) Course Specialist Certificate in Strategic Marketing - 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.
Last updated: 3 November 2022