MPK733 - Applied Strategic Marketing


2022 unit information

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

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
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 (online)

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.

Hurdle requirement

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

Unit Fee Information

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