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MPK733 - Applied Strategic Marketing


2020 unit information

Important Update:

Classes and seminars in Trimester 2, 2020 will be online.

Last updated: 2 June 2020

Enrolment modes:Trimester 1: Cloud (online)
Trimester 2: Burwood (Melbourne), Cloud (online)
Credit point(s):1
EFTSL value:0.125
Unit Chair:Trimester 1: Pandora Kay
Trimester 2: Mehdi Taghian

For M758 students only:

MPK732/MPT732/ MPR732, MPK701, plus any six other units in M788

For all other students:

MPK732/MPT732 or MBA720/MBT720, plus any seven other postgraduate units

Incompatible with: MMK733
Typical study commitment:

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

Scheduled learning activities - campus:

1 x 3 hour seminar (livestreamed with recordings provided) per week

Scheduled learning activities - cloud:

1 x 3 hour seminar (livestreamed and recordings provided) + 1 hour online seminar (livestreamed with recordings provided) per week


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.


These are the Learning Outcomes (ULO) for this Unit
At the completion of this Unit, successful students can:

Deakin Graduate Learning Outcomes


Demonstrate an advanced and integrated understanding and application of current and emerging marketing concepts and practices in contemporary business.

GLO1: Discipline-specific knowledge and capabilities


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

GLO2: Communication


Demonstrate a specialised set of high order cognitive and technical skills through developing solutions to real-world problems faced by marketing professionals that seek improved efficiencies quality innovation and/or customer responsiveness.

GLO5: Problem solving


Collaborate with people from different backgrounds and contribute to the management of business and marketing teams.

GLO7: Teamwork


These Unit Learning Outcomes are applicable for all teaching periods throughout the year


Assessment Description Student output Grading and weighting
(% total mark for unit)
Indicative due week 
Assessment 1: (Individual) Report (Business) - Strategic Marketing Plan.  3500 words 40% TBC
Assessment 2: (Individual) Video Presentation 20 minutes 20% TBC
Assessment 3: (Individual) Report (Business) x 2 - Synthesis of industry literature 2 x 500 words each

10% total

[5% each]

Assessment 4: (Group of 4) Video Presentation 30 minutes 30% TBC

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.

Hurdle requirement

Hurdle requirement: achieve at least 50% of the total marks available

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

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