Handbook home
Strategic Marketing (MKTG30013)
Undergraduate level 3Points: 12.5On Campus (Parkville)
About this subject
- Overview
- Eligibility and requirements
- Assessment
- Dates and times
- Further information
- Timetable (login required)(opens in new window)
Contact information
Semester 2
Peter Matheis peter.matheis@unimelb.edu.au
Overview
Availability | Semester 2 |
---|---|
Fees | Look up fees |
Strategic marketing builds on the concepts and skills learned in other marketing subjects. The subject presents an opportunity for students to learn, examine and apply strategic marketing decision processes with the goals of establishing, maintaining, or improving the firm’s competitive advantage. Topics include: strategic analysis (ie.external analysis, competitor analysis, market analysis, product portfolio analysis, environmental analysis and dealing with strategic uncertainty,
internal analysis), alternative business strategies (ie. differentiation strategies, growth strategies, strategies in declining and hostile markets), implementation and the planning process.
Intended learning outcomes
On successful completion of this subject, students should be able to:
- Understand the foundations on which strategic marketing rests;
- Explain the importance of marketing strategy for superior business performance and value creation;
- Evaluate strategic marketing principles, theories and models and how these link to key marketing concepts;
- Analyse strategic marketing problems and be capable of integrating and applying relevant models/theories to generate appropriate strategic solutions;
- Examine critical issues associated with creating, exiting, analysing and selecting market niches;
- Describe how marketing managers can make informed strategic choices to improve strategic outcomes.
Generic skills
- High level of development: oral communication; written communication; collaborative learning; problem solving; team work; application of theory to practice; interpretation and analysis; critical thinking; synthesis of data and other information; evaluation of data and other information; accessing data and other information from a range of sources; receptiveness to alternative ideas.
- Moderate level of development: statistical reasoning.
- Some level of development: use of computer software
Last updated: 27 April 2024
Eligibility and requirements
Prerequisites
Code | Name | Teaching period | Credit Points |
---|---|---|---|
MKTG10001 | Principles of Marketing |
Semester 1 (On Campus - Parkville)
Summer Term (On Campus - Parkville)
Semester 2 (On Campus - Parkville)
|
12.5 |
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: 27 April 2024
Assessment
Description | Timing | Percentage |
---|---|---|
Tutorial preparation and participation
| Throughout the semester | 10% |
Group assignment 1 (in groups of 3-4 students)
| Week 7 | 20% |
Group assignment 2 (in groups of 3-4 students)
| Week 12 | 20% |
End-of-semester examination
| During the examination period | 50% |
Last updated: 27 April 2024
Dates & times
- Semester 2
Coordinator Peter Matheis Mode of delivery On Campus (Parkville) Contact hours One 2-hour lecture and one 1-hour tutorial weekly Total time commitment 170 hours Teaching period 22 July 2024 to 20 October 2024 Last self-enrol date 2 August 2024 Census date 2 September 2024 Last date to withdraw without fail 20 September 2024 Assessment period ends 15 November 2024 Semester 2 contact information
Peter Matheis peter.matheis@unimelb.edu.au
Time commitment details
170 Hours
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: 27 April 2024
Further information
- Texts
Prescribed texts
You will be advised of prescribed texts by your lecturer.
- Subject notes
Students may not gain credit for both 325-302 Strategic Marketing and MKTG20008 Strategic Marketing.
- Related Handbook entries
This subject contributes to the following:
Type Name Breadth Track Marketing Strategy - Breadth options
This subject is available as breadth in the following courses:
- Bachelor of Arts
- Bachelor of Biomedicine
- Bachelor of Design
- Bachelor of Environments
- Bachelor of Fine Arts (Acting)
- Bachelor of Fine Arts (Animation)
- Bachelor of Fine Arts (Dance)
- Bachelor of Fine Arts (Film and Television)
- Bachelor of Fine Arts (Music Theatre)
- Bachelor of Fine Arts (Production)
- Bachelor of Fine Arts (Screenwriting)
- Bachelor of Fine Arts (Theatre)
- Bachelor of Fine Arts (Visual Art)
- Bachelor of Music
- Bachelor of Science
- 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.
- 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: 27 April 2024