1. Group task – Students will forms Groups of (3-4 students maximum) are required to identify and analyse the strategic marketing practices of an Australian Company (Retail, Finance, Banking or Hospitality etc.). Preferably choose a company which you are employed and or familiar with.
2. The analysis need to consider current theory, critically analysing their appropriateness to the selected organisation, identify its target market segments, evaluate its current marketing mix strategies, analyse its marketing costs and returns – both financial and non-financial, ethical and stakeholder considerations.
3. Research requirements – students need to support their analysis with support from a minimum of 12-14 suitable, reliable, current and academically acceptable sources.
4. Design a new marketing strategy and make appropriate recommendations.