Specialist Certificate in Strategic Marketing

The subjects of the Specialist Certificate in Strategic Marketing have been designed to provide you with the strategic marketing capabilities that are essential for the superior performance of your marketing function and organisation. The courses will also update and deepen your existing marketing strategy capabilities.

On successful completion of this program, students should be able to:

• Make informed strategic choices to improve market outcomes.
• Explain the importance of marketing strategy for superior business performance and shareholder value.
• Create and evaluate and execute strategic marketing plans.
• Analyse critical issues associated with creating, analysing, and selecting market segments and niches.
• Understand the tools and mechanisms for creating customer value and building marketing assets.
• Conceptualise and implement marketing campaigns
• Apply knowledge to practical marketing problems.

Core subjects: choose 2 subjects from the following;

• MKTG90021 Strategic Brand Leadership
• MKTG90020 Market Leadership and Strategic Marketing
• MKTG90019 Internet Marketing and Social Media
• MGMT90162 Managing Customers for Competitive Advantage
• BUSA90495 Managing Innovation

Elective subjects: choose 2 subjects from the following;

• MKTG90021 Strategic Brand Leadership
• MKTG90020 Market Leadership and Strategic Marketing
• MKTG90019 Internet Marketing and Social Media
• MGMT90162 Managing Customers for Competitive Advantage
• BUSA90495 Managing Innovation
• BUSA90475 Strategic Financial Analysis
• BUSA90476 Doing Business in Asia
• MGMT90211 Project Management Fundamentals
• MGMT90212 Strategic Awareness and Business Acumen
• MGMT90215 Introduction to Data Analytics
• MGMT90216 Predictive Analytics

Core Subject

Choose 2 of the following subjects.

Elective Subjects

Choose 2 of the following subjects.

1. In order to be considered for entry, applicants must have completed:
• either
– an undergraduate degree or equivalent qualification, plus at least five years of documented, relevant professional experience, or
– at least ten years of documented relevant professional experience.
Meeting these requirements does not guarantee selection.

2. In ranking and/or assessing applications, the Selection Committee will consider:
• prior academic qualification and performance; and/or
• the professional experience.

3. The Selection Committee may seek further information to clarify any aspect of an application in accordance with the Academic Board rules on the use of selection instruments.

4. Applicants are required to satisfy the university’s English language requirements for postgraduate courses. For those applicants seeking to meet these requirements by one of the standard tests approved by the Academic Board, performance band 6.5 is required.

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

Students can articulate to the Master of Enterprise (Executive)

1. Understand the value of marketing activities and of a marketing orientation in organisations.
2. Develop the ability to apply problem solving techniques in marketing and management.
3. Analyse strategic marketing problems and be capable of generating appropriate strategic solutions
4. Develop report writing skills.
5. Develop on-line communication plans

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