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What you should know about Marketing Project:
This unit is structured as a session-long group-based project participation subject as part of the PACE program. It integrates the materials that are covered in first and second year marketing and management units, applying this material to a marketing problem presented by the Client Partners. Its 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 an organisation to re-construct their existing competitive market boundaries. It simultaneously 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 lectures, workshops and discussions where students are taught to write a research paper around the Client Partners specified marketing problem. 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 back to the Client Partner.
This unit examines marketing strategy in the context of community engagement as a participation subject. Students will actively participate in a marketing project with the marketing department of the Client Partner to develop solutions for the marketing problem presented. Students will gain practical knowledge, experience and skills at the community organization and will be challenged to analyse the context and to examine the intersection between marketing strategy theory and practice. Students will contextualize their graduate capabilities, explore and develop their marketing strategy potential through this community engagement. This unit aims at preparing students for effective, responsible, ethical and active marketing management and strategy through community engagement.
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