Marketing Strategy (BUSA90261)

Graduate courseworkPoints: 12.5On Campus (Parkville)

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Overview

Availability(Quotas apply)
April
FeesLook 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
July (On Campus - Parkville)
January (On Campus - Parkville)
September (On Campus - Parkville)
April (On Campus - Parkville)
 12.5
BUSA90026 Business Strategy
July (On Campus - Parkville)
April (On Campus - Parkville)
April (On Campus - Parkville)
September (On Campus - Parkville)
 12.5
BUSA90060 Data Analysis
April (On Campus - Parkville)
September (On Campus - Parkville)
July (On Campus - Parkville)
January (On Campus - Parkville)
 12.5
BUSA90074 Global Business Economics
September (On Campus - Parkville)
 12.5
BUSA90093 Finance
July (On Campus - Parkville)
January (On Campus - Parkville)
September (On Campus - Parkville)
April (On Campus - Parkville)
 12.5
BUSA90193 Managerial Economics
January (On Campus - Parkville)
July (On Campus - Parkville)
April (On Campus - Parkville)
September (On Campus - Parkville)
 12.5
BUSA90224 Managing People
July (On Campus - Parkville)
January (On Campus - Parkville)
September (On Campus - Parkville)
April (On Campus - Parkville)
 12.5
BUSA90227 Operations
April (On Campus - Parkville)
September (On Campus - Parkville)
April (On Campus - Parkville)
July (On Campus - Parkville)
 12.5
BUSA90243 Marketing
April (On Campus - Parkville)
January (On Campus - Parkville)
September (On Campus - Parkville)
July (On Campus - Parkville)
 12.5
BUSA90480 Leadership
June (On Campus - Parkville)
Winter Term (On Campus - Parkville)
March (On Campus - Parkville)
Summer Term (On Campus - Parkville)
October (Online)
September (On Campus - Parkville)
March (On Campus - Parkville)
 6.25
BUSA90481 Managerial Ethics & Business Environment
October (Online)
September (On Campus - Parkville)
Summer Term (On Campus - Parkville)
March (On Campus - Parkville)
April (On Campus - Parkville)
June (On Campus - 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

DescriptionTimingPercentage

Contribution to class learning; Attendance at lectures and workshops, instructor evaluation

Throughout the teaching period10%

Case preparation and discussion

  • 500 words
Throughout the teaching period10%

Syndicate project: First strategy report

  • 200 words (equivalent)
Week 14%

Syndicate project; Presentation of performance

  • 600 words (equivalent)
Throughout the teaching period12%

Syndicate project; Final strategy report

  • 1200 words (equivalent)
Week 1024%

End-of-semester examination, equivalent of 1500 words

  • 90 minutes
Hurdle requirement: Students are required to pass the exam to pass the subject		During the examination period40%
Hurdle requirement: 90% attendance to classes Throughout the teaching periodN/A

Last updated: 31 January 2024

Quotas apply to this subject

Dates & times

  • April
    Mode of deliveryOn Campus (Parkville)
    Contact hours
    Total time commitment170 hours
    Pre teaching start date 8 April 2023
    Pre teaching requirementsstudents are required to complete approximately 15 hours of readings to prepare for the subject during pre-teaching period
    Teaching period15 April 2023 to 13 May 2023
    Last self-enrol date 5 February 2023
    Census date21 April 2023
    Last date to withdraw without fail 5 May 2023
    Assessment period ends20 May 2023

What do these dates mean

Visit this webpage to find out about these key dates, including how they impact on:

  • Your tuition fees, academic transcript and statements.
  • And for Commonwealth Supported students, your:
       -  Student Learning Entitlement. This applies to all students enrolled in a Commonwealth Supported Place (CSP).
     

    Subjects withdrawn after the census date (including up to the ‘last day to withdraw without fail’) count toward the Student Learning Entitlement.

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

Last updated: 31 January 2024