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Marketing Strategy (BUSA90261)
Graduate courseworkPoints: 12.5Dual-Delivery (Parkville)
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To learn more, visit COVID-19 course and subject delivery.
About this subject
- Overview
- Eligibility and requirements
- Assessment
- Dates and times
- Further information
- Timetable(opens in new window)
Contact information
Overview
Availability(Quotas apply) | April - Dual-Delivery |
---|---|
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: 31 January 2024
Eligibility and requirements
Prerequisites
All of
Code | Name | Teaching period | Credit Points |
---|---|---|---|
BUSA90001 | Financial Accounting |
January (Dual-Delivery - Parkville)
September (On Campus - Parkville)
April (Dual-Delivery - Parkville)
July (On Campus - Parkville)
|
12.5 |
BUSA90026 | Business Strategy |
April (Dual-Delivery - Parkville)
July (On Campus - Parkville)
September (On Campus - Parkville)
April (Dual-Delivery - Parkville)
|
12.5 |
BUSA90060 | Data Analysis |
September (On Campus - Parkville)
July (On Campus - Parkville)
April (Dual-Delivery - Parkville)
|
12.5 |
BUSA90074 | Global Business Economics |
September (On Campus - Parkville)
January (Dual-Delivery - Parkville)
April (Dual-Delivery - Parkville)
|
12.5 |
BUSA90093 | Finance |
April (Dual-Delivery - Parkville)
July (On Campus - Parkville)
January (Dual-Delivery - Parkville)
September (On Campus - Parkville)
|
12.5 |
BUSA90193 | Managerial Economics |
January (Dual-Delivery - Parkville)
April (Dual-Delivery - Parkville)
July (On Campus - Parkville)
September (On Campus - Parkville)
|
12.5 |
BUSA90224 | Managing People |
September (On Campus - Parkville)
July (On Campus - Parkville)
April (Dual-Delivery - Parkville)
|
12.5 |
BUSA90227 | Operations |
April (Dual-Delivery - Parkville)
July (On Campus - Parkville)
January (Dual-Delivery - Parkville)
September (On Campus - Parkville)
|
12.5 |
BUSA90243 | Marketing |
April (Dual-Delivery - Parkville)
July (On Campus - Parkville)
January (Dual-Delivery - Parkville)
September (On Campus - Parkville)
|
12.5 |
BUSA90480 | Leadership |
April (On Campus - Parkville)
September (On Campus - Parkville)
March (Dual-Delivery - Parkville)
June (Dual-Delivery - Parkville)
|
6.25 |
BUSA90481 | Managerial Ethics & Business Environment |
March (On Campus - Parkville)
July (On Campus - Parkville)
September (On Campus - Parkville)
April (Dual-Delivery - Parkville)
|
6.25 |
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: 31 January 2024
Assessment
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: 31 January 2024
Quotas apply to this subject
Dates & times
- April
Mode of delivery Dual-Delivery (Parkville) Contact hours Total time commitment 170 hours Pre teaching start date 9 April 2022 Pre teaching requirements students are required to complete approximately 15 hours of readings to prepare for the subject during pre-teaching period Teaching period 16 April 2022 to 14 May 2022 Last self-enrol date 6 February 2022 Census date 22 April 2022 Last date to withdraw without fail 6 May 2022 Assessment period ends 21 May 2022
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: 31 January 2024
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: 31 January 2024