Marketing Strategy

This subject has the following teaching availabilities in 2016:

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

For the purposes of considering request for Reasonable Adjustments under the Disability Standards for Education (Cwth 2005), and Student Support and Engagement Policy, academic requirements for this subject are articulated in the Subject Overview, Learning Outcomes, Assessment and Generic Skills sections of this entry.

It is University policy to take all reasonable steps to minimise the impact of disability upon academic study, and reasonable adjustments will be made to enhance a student's participation in the University's programs. Students who feel their disability may impact on meeting the requirements of this subject are encouraged to discuss this matter with a Faculty Student Adviser and Student Equity and Disability Support: http://services.unimelb.edu.au/disability

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.

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.

• Contribution to class learning (10%)
  • Attendance at leactures and workshops, instructor evalution
  • Throughout subject
• Case preparation and discussion (10%)
  • 500 words
  • Throughout subject
• Syndicate project
  • First strategy report (equivalent of individual 200 word assessmen, week 1) (4%)
  • Presentation of performance (equivalent of individual 600 word assessment, throughout subject) (12%)
  • Final strategy report (equivalent of individual 1,200 word assessment, week 10) (24%)
• Final examination (40%)
• Hurdle requirement
• 90 minutes
• End of subject

This subject is not available as a breadth subject.

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