Pre-requisite: 51368
Pre-requisite: 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.