MMK733 - Applied Strategic Marketing


2024 unit information

Enrolment modes: Trimester 2: Burwood (Melbourne), Online
Credit point(s): 1
EFTSL value: 0.125

For M820 students:


For all other students: 

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

Incompatible with: Nil
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.

Scheduled learning activities - campus

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

Scheduled learning activities - online

1 x 3 hour recorded seminar each 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.

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.

Use the Fee estimator to see course and unit fees applicable to your course and type of place.

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