MMK733 - Applied Strategic Marketing

Unit details

Year:

2024 unit information

Enrolment modes:Trimester 2: Burwood (Melbourne), Online
Credit point(s):1
EFTSL value:0.125
Unit Chair:Trimester 2: Alvin Lee
Prerequisite:

For M820 students:

Nil  

For all other students: 

MPK732, MPT732, MMK732, MBA720, MBT720, MMK732 or MMT732, as well as any seven other postgraduate units

Incompatible with: MMK704
Typical study commitment:

Students will on average spend 150 hours over the teaching period undertaking the teaching, learning and assessment activities for this unit.

This will include educator guided online learning activities within the unit site.

Educator-facilitated (scheduled) learning activities - on-campus unit enrolment:

1 x 3 hour on-campus (livestreamed) seminar (recordings provided) each week.

Educator-facilitated (scheduled) learning activities - online unit enrolment:

1 x 3 hour recorded seminar each week.

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.

ULO These are the Learning Outcomes (ULO) for this unit. At the completion of this unit, successful students can: Deakin Graduate Learning Outcomes

ULO1

Evaluate and apply current and emerging marketing concepts and practices in contemporary business.

GLO1: Discipline-specific knowledge and capabilities

ULO2

Apply advanced communication skills to convey complex marketing concepts in a range of business settings to expert and non-expert audiences.

GLO2: Communication

ULO3

Formulate solutions to real-world marketing problems that seek to improve efficiencies, quality, innovation and/or customer responsiveness.

GLO5: Problem solving

ULO4

Evaluate teamwork skills and capabilities developed during the unit.

GLO7: Teamwork

ULO5

Appraise the self-management skills needed to work and learn independently, and to take initiative and responsibility for own learning/development.

GLO6: Self-management

Assessment

Assessment Description Student output Grading and weighting
(% total mark for unit)
Indicative due week
Assessment 1: (Individual) Report (Business) Strategic Marketing Plan. 3500 words 50% Week 9
Assessment 2: (Group of 4) Presentation (video recording) 20 minutes 30% Week 10
Assessment 3: (Individual) Presentation (video recording reflection) 10 minutes 20% Week 11

The assessment due weeks provided may change. The Unit Chair will clarify the exact assessment requirements, including the due date, at the start of the teaching period.

Learning Resource

The texts and reading list for the unit can be found on the University Library via the link below: MPK733 Note: Select the relevant trimester reading list. Please note that a future teaching period's reading list may not be available until a month prior to the start of that teaching period so you may wish to use the relevant trimester's prior year reading list as a guide only.

Unit Fee Information

Fees and charges vary depending on the type of fee place you hold, your course, your commencement year, the units you choose to study and their study discipline, and your study load.

Tuition fees increase at the beginning of each calendar year and all fees quoted are in Australian dollars ($AUD). Tuition fees do not include textbooks, computer equipment or software, other equipment or costs such as mandatory checks, travel and stationery.

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For further information regarding tuition fees, other fees and charges, invoice due dates, withdrawal dates, payment methods visit our Current Students website.