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Marketing Strategy (MKTG90005)
Graduate courseworkPoints: 12.5On Campus (Parkville)
To learn more, visit 2023 Course and subject delivery.
About this subject
- Overview
- Eligibility and requirements
- Assessment
- Dates and times
- Further information
- Timetable(opens in new window)
Contact information
Semester 1
Dr Ai Ming Chow ai.chow@unimelb.edu.au
Semester 2
Dr Peter Matheis - peter.matheis@unimelb.edu.au
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: 9 April 2024
Eligibility and requirements
Prerequisites
Students must meet one of the following prerequisite options:
Option 1
Admission into the 150pt Program course entry point in the MC-MGMTMKT Master of Management (Marketing)
AND
Completion of a minimum of 62.5 credit points of study
Option 2
Admission into the 200pt Program course entry point in the MC-MGMTMKT Master of Management (Marketing)
AND
Completion of a minimum of 112.5 credit points of study
Students are encouraged to take the subject in their final Semester of study where practical.
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: 9 April 2024
Assessment
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% |
Individual assignment
| End of semester | 20% |
Last updated: 9 April 2024
Dates & times
- Semester 1
Principal coordinator Ming Chow Mode of delivery On Campus (Parkville) Contact hours 36hrs (one 3-hour seminar per week) Total time commitment 170 hours Teaching period 27 February 2023 to 28 May 2023 Last self-enrol date 10 March 2023 Census date 31 March 2023 Last date to withdraw without fail 5 May 2023 Assessment period ends 23 June 2023 Semester 1 contact information
Dr Ai Ming Chow ai.chow@unimelb.edu.au
- Semester 2
Principal coordinator Peter Matheis Mode of delivery On Campus (Parkville) Contact hours 36hrs (one 3-hour seminar per week) Total time commitment 170 hours Teaching period 24 July 2023 to 22 October 2023 Last self-enrol date 4 August 2023 Census date 31 August 2023 Last date to withdraw without fail 22 September 2023 Assessment period ends 17 November 2023 Semester 2 contact information
Dr Peter Matheis - peter.matheis@unimelb.edu.au
Time commitment details
Estimated total time commitment of 170 hours per semester
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.
Last updated: 9 April 2024
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: 9 April 2024