Pre-requisite: 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.