Market Leadership & Strategic Marketing

Subject MKTG90020 (2016)

Note: This is an archived Handbook entry from 2016.

Credit Points: 6.25
Level: 9 (Graduate/Postgraduate)
Dates & Locations:

This subject has the following teaching availabilities in 2016:

February, Parkville - Taught on campus.
Pre-teaching Period Start not applicable
Teaching Period 18-Feb-2016 to 19-Feb-2016
Assessment Period End 21-Mar-2016
Last date to Self-Enrol 18-Feb-2016
Census Date 26-Feb-2016
Last date to Withdraw without fail 11-Mar-2016

April, Parkville - Taught on campus.
Pre-teaching Period Start not applicable
Teaching Period 12-Apr-2016 to 13-Apr-2016
Assessment Period End 13-May-2016
Last date to Self-Enrol 12-Apr-2016
Census Date 22-Apr-2016
Last date to Withdraw without fail 29-Apr-2016

September, Parkville - Taught on campus.
Pre-teaching Period Start not applicable
Teaching Period 12-Sep-2016 to 13-Sep-2016
Assessment Period End 13-Oct-2016
Last date to Self-Enrol 12-Sep-2016
Census Date 23-Sep-2016
Last date to Withdraw without fail 30-Sep-2016

Timetable can be viewed here. For information about these dates, click here.
Time Commitment: Contact Hours: 16 hours (intensive)
Total Time Commitment:

In addition to face-to-face teaching time of 16 hours, students should expect to undertake a minimum of 85 hours research, reading, writing and general study to complete this subject successfully.

Prerequisites: None
Corequisites: None
Recommended Background Knowledge: None
Non Allowed Subjects: None
Core Participation Requirements:

For the purposes of considering requests for Reasonable Adjustments under the Disability Standards for Education (Commonwealth 2005), and Students Experiencing Academic Disadvantage Policy, academic requirements for this subject are articulated in the Subject Overview, Objectives, 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 course are encouraged to discuss this matter with the Student Equity and Disability Support Team:


Melbourne Business School

T: +61 3 9349 8788

Subject Overview:

This subject deals with strategic marketing management and the carefully thought-out plans required to outperform the competition.

Drawing on the Faculty of Business and Economics latest research and unique approach to marketing students will learn to examine and apply strategic marketing decisions.

Learning Outcomes:

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

  • Make informed strategic choices to improve strategic outcomes;
  • explain the importance of marketing strategy for superior business performance and shareholder value;
  • evaluate and execute strategic marketing plans;
  • analyse strategic marketing problems and be capable of generating appropriate strategic solutions;
  • examine critical issues associated with creating, analysing, and selecting market segments and niches.

  • 1500 word report on a marketing problem (60%) to be returned four weeks after the course is completed.
  • 1000 word case study on the use of the demonstrated marketing tool (40%) to be returned two weeks after the subject is completed.
Prescribed Texts:


Breadth Options:

This subject is not available as a breadth subject.

Fees Information: Subject EFTSL, Level, Discipline & Census Date
Generic Skills:

  • Capacity to analyse and synthesis information and develop strategies.
  • Critical thinking and problem solving skills.
  • Written skills in the preparation of high quality reports.
  • Oral skills in the presentation of reports.

Links to further information:
Related Course(s): Specialist Certificate in Strategic Marketing

Download PDF version.