Year No. Offer Mode Description Cred. Pts 00 51357 S12 X MARKETING STRAT RES PROJ 2.00
51368 51362/51366
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 extends into the following Semester 1 and is 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., 1999, SPSS for Windows Analysis Without
Anguish, Versions 7.0, 7.5 and 8.00, John Wiley & Sons, Brisbane.
Burns, A.C. and Bush, R.F., 1998, Marketing Research, 2nd edn,
Prentice-Hall International, Upper Saddle River, New Jersey.
Acquisition of the SPSS software.
Smith, B. & Summers, J. (eds) 1997, Faculty of Business Communication
Skills Handbook, 2nd edn, Faculty of Business, USQ, Toowoomba, Qld.
Students should note Chapters 2 and 7 in particular.
Stevens, R.E., Wrenn, B., Ruddick, M.E. & Sherwood, P.K., 1996, "The
Marketing Research Guide", The Haworth Press, New York.
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 23/10/00 FINAL 100.00 Y N
1 To obtain a passing mark in this unit students must normally
obtain a passing mark for the assignments in aggregate. Further
information regarding assessment of the unit may be found in the
Introductory Book.
2 The due date for an assignment is the date by which a student
must dispatch 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 dispatch.
3 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. 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. The Unit Leader shall consider all
documentary evidence (including statement from a doctor,
employer, counsellor or independent member of the community as
appropriate) accompanying an application for extension and decide
on the outcome.
In the case of {an application for extension for medical
reasons}, the documentation should include a statement from a
doctor stating:
- the date the medical condition began or changed;
- how the condition affected the student's ability to study;
- when it became apparent that the student could not submit the
assignment.
In the case if {an application for extension for family/personal
reasons}, the documentation should include a statement from a
doctor, counsellor or independent member of the community
stating:
- the date the student's personal circumstances began or changed;
- how the circumstances affected the student's ability to
complete the assignment;
- when it became apparent that the student could not complete the
assignment.
In the case of {an application for extension for employment-
related reasons}, the documentation should include a statement
from the student's employer stating:
- the date the student's employment began or the conditions of
employment changed;
- how this prevents the student from completing the assignment
4 Students must retain a copy of all assignments, which must be
provided if/when required by the Unit Leader.
5 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.