Specialist Certificate in Strategic Marketing

The subjects of the Specialist Certificate in Strategic Marketing have been designed to provide you with the strategic marketing capabilities that are essential for the superior performance of your marketing function and organisation.

The subjects will also update and deepen your existing marketing strategy capabilities.

Course structure

The Specialist Certificate in Strategic Marketing comprises four subjects. Two must be chosen from the list of core subjects and two chosen from the list of elective subjects.

Entry requirements

1. In order to be considered for entry, applicants must have completed:

• either

– an undergraduate degree or equivalent qualification, plus at least three years of documented, relevant professional experience, or – at least ten years of documented relevant professional experience. Meeting these requirements does not guarantee selection.

2. In ranking and/or assessing applications, the Selection Committee will consider:

• prior academic qualification and performance; and/or
• the professional experience.

3. The Selection Committee may seek further information to clarify any aspect of an application in accordance with the Academic Board rules on the use of selection instruments.

4. Applicants are required to satisfy the university’s English language requirements for postgraduate courses. For those applicants seeking to meet these requirements by one of the standard tests approved by the Academic Board, performance band 6.5 is required.

Inherent requirements (core participation requirements)

For the purposes of considering a request for Reasonable Adjustments under the Disability Standards for Education (2005), and Students Experiencing Academic Disadvantage Policy, academic requirements for this subject are articulated in the Subject Description, Subject Objectives, Generic Skills and Assessment Requirements of this entry.The University is dedicated to providingsupport to those with special requirements. Further details on the disability support scheme can be found at the Disability Liaison Unit website. http://www.services.unimelb.edu.au/disability/

Intended learning outcomes

On successful completion of this program, students should be able to:

• Make informed strategic choices to improve market outcomes.
• Explain the importance of marketing strategy for superior business performance and shareholder value.
• Create and evaluate and execute strategic marketing plans.
• Analyse critical issues associated with creating, analysing, and selecting market segments and niches.
• Understand the tools and mechanisms for creating customer value and building marketing assets.
• Conceptualise and implement marketing campaigns
• Apply knowledge to practical marketing problems.