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Marketing Project - MKTG304
This unit is structured as a semester-long team-based project. It integrates the materials that are covered in first and second year marketing units. It's objectives are to investigate what kinds of factors influence the competitive positioning of an industry, and the firms within it, to achieve a sustainable competitive advantage. It explores the kinds of 'Blue-Ocean' strategies that can be developed to assist a firm to re-construct its existing competitive market boundaries. It addresses the scope and application of corporate social responsibility (CSR) and its use as a mechanism to achieve a sustainable competitive advantage. The class is conducted through workshops and discussions where students are taught to write a research paper around an industry of their choice. Throughout the unit, the emphasis is on the analysis process: identifying information needs, acquiring the necessary information, interpreting it, and using it as the basis for business recommendations.
| Credit Points: | 3 |
| When Offered: | S1 Evening - Session 1, North Ryde, Evening S2 Day - Session 2, North Ryde, Day |
| Staff Contact(s): | Associate Professor Hume Winzar |
| Prerequisites: |
(MKTG202 or MKTG203 or MKTG204 or MKTG208 or MKTG210 or MKTG213 or BBA203 or BBA213) and (STAT122 or STAT170 or STAT171 or PSY122) |
| Corequisites: | |
| NCCW(s): | |
| Unit Designation(s): | |
| Unit Type: | PACE unit |
| Assessed As: | Graded |
| Offered By: | Department of Marketing and Management Faculty of Business and Economics |
Timetable Information
For unit timetable information and session dates for external offerings please visit the Timetables@Macquarie Website.