Applied Strategic Marketing

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Content

This is the capstone unit for the Master of Marketing. It provides an overview of the analytical framework for strategic market planning; the nature of strategic market planning, analysing market opportunity and competitive capability. It requires students to combine strategic theory with an integrated understanding of marketing theory and applied research skills gained throughout the course and apply it in a competitive business simulation. Student teams will be competing against other teams for markets, market share, sales, and ultimately profit through the successful management of product lines and other corporate resources. The overall objective of the unit is to demonstrate an ability to analyse markets, evaluate opportunities, and create corporate value through the application of marketing theory.

Assessment

Assessment 1 (Individual) – Marketing plan (3500 words) – 40%
Assessment 2 (Individual) – Oral presentation (20 minutes) – 20%
Assessment 3 (Individual) – Weekly report (500 words per week) – 10%
Assessment 4 (Group 4-6) – Simulation performance – 30%

Applied Strategic Marketing

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