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MKTG304: Marketing Project
This unit is structured as a semester-long team-based project. It integrates the materials that area covered in first and second year marketing units. It 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 form to re-construct their existing competitive market boundaries. It addresses the scope and application of corporate social responsiblity (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 the industry of their choice. Throughtout 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 |
| Contact Hours: | 3 |
| When Offered: | D2 - Day; Offered in the second half-year E2 - Evening; Offered in the second half-year |
| Staff Contact(s): | Dr David Gray |
| 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): | |
| Assessed As: | Graded |
| Offered By: | Department of Marketing and Management |
Timetable Information
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