Year No. Offer Mode Description Cred. Pts 98 51357 S12 D MARKETING STRAT RES PROJ 2.00
51362+51368
This capstone unit of the Marketing Major combines the theory and skills acquired in Marketing Research Methods and the theory and practice of Marketing Strategy in a practical, applied marketing project. Strategic marketing decision making, including the development, implementation and evaluation of marketing strategy is a crucial contributor to the success of any organization. Further, the nature, relevance and benefits of strategic marketing planning cannot be over emphasised as pre-requisites to effective marketing and hence business performance. The prime focus of this unit is upon applying previously acquired knowledge of marketing to a `real life' situation involving strategic marketing decision making. Essentially, students are required to identify a strategic marketing decision `problem' in an organization of their own choosing, and to systematically develop a solution in the form of strategic marketing decision recommendations. The project must be presented in full `report' format, incorporating substantial strategic analysis as well as integrated marketing research exercise demonstrating the skills developed in the unit `Marketing Research Methods'. Please note: Semester 3 version{ only} available for students graduating at the end of Semester 1.
On successful completion of this unit students will be able
to:
Description Weighting(%)
- Introduction 3.00
- Problem Identification and Analysis 9.00
- Project Design 3.00
- Strategic Analysis and Literature Review 20.00
- Primary Data Collection and Analysis 35.00
- Integration of Finding and Strategic Implication and 15.00 Options
- Recommendation and Implementation Issues 9.00
- Final Report 6.00
Coakes, S.J. and Steed L.G. SPSS Analysis Without Anguish, Version
6.1 John Wiley & Sons, Brisbane.
Malhotra, N.R. 1996, Marketing Research An Applied Orientation, 2nd
ed. Prentice-Hall International Inc., New Jersey.
Acquisition of the SPSS software.
ACTIVITY HOURS Directed Study 100 Private Study 200
No *F/S Marks Due Description Wtg(%) LBL WWW 1 S WK 4 PROPOSAL ## Y N 2 S WK 14 PROGRAM ## Y N 3 S 100.00 23/10/98 FINAL 100.00 Y N
1 The extension policy for this unit tries to be fair to all
students who organise their work and family commitments to submit
their assignments by the due date, and those few students who
cannot do so through unforeseen and uncontrollable circumstances.
If an assignment is late, up to one week's extension may be
granted if a signed statement with supporting documentation is
sent with the assignment proving that an {unforeseen} and an
{uncontrollable} extenuating circumstance caused the delay, for
example, unusual and unpredictable work or family commitments. If
this statement and documentation does not show that unforeseen
and uncontrollable extenuating circumstance were present for the
days claimed, then the normal reduction in marks for a late
assignment of 20 percent per day, will apply. Extensions beyond
one week will not be allowed unless express permission is
obtained from the Unit Leader {before the date that the
assignment is due. }Extensions beyond one week are extremely rare
because model answers may start to be distributed to students
after one week.
2 To obtain a pass in a unit, students must pass {both} the
assignment mode and the exam mode (if applicable).
3 The due date for an assignment is the date by which a student
must despatch the assignment to the University, and is normally
that defined in the relevant unit specification. The onus is on
the student to provide, if requested, proof of date of despatch.
4 The extension policy for this unit tries to be fair to all
students who organise their work and family commitments to submit
their assignments by the due date, and to those few students who
cannot do so through unforeseen and uncontrollable circumstances.
If an assignment is late, {up to one week's} extension may be
granted if a signed statement with supporting documentation is
sent with the assignment proving that an {unforeseen} and an
{uncontrollable} extenuating circumstance caused the delay, for
example, unusual and unpredictable work or family commitments. If
this statement and documentation does not show that unforeseen
and uncontrollable extenuating circumstance were present for the
days claimed, then the normal reduction in marks for a late
assignment of 20 percent per day, will apply. Extensions {beyond
one week} will not be allowed unless express permission is
obtained from the Unit Leader {before the date that the
assignment is due}. Extensions beyond one week are extremely rare
because model answers may start to be distributed to students
after one week.
5 Students may apply for an assignment extension either by
application through DEC before the due date or by including
application with the submitted assignment after the due date.
Such applications should be in writing and include supporting
documentary evidence. The authority for granting extensions rests
with the relevant Unit Coordinator.
6 All assignments despatched after due dates without appropriate
extension approvals or after approved extension dates will be
penalised up to a maximum of 20% of the assigned mark per work
day.
7 Students must retain a copy of all assignments which must be
provided if/when required by the Unit Leader.
8 Unit weightings of topics should not be interpreted as applying
to the number of marks allocated to questions testing those
topics in an examination paper.
9 Students must put the `word count' for their assignment on the
front page of the assignment. The word count is the number of
words in the body of the assignment report and does not include
the title, executive summary, list of references or appendices.
To grade an assignment a marker does {not} need to read more
words than the word limit of the assignment.
10 ##Due dates for assessment pieces are as follows: No. 1 - Weeks 4-
6; No 2 - Weeks 14-16.