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MKTG7512 Strategic_Marketing_Management final examination with cover sheet.doc (1).docx

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Semester Two Final Examination, 2020MKTG7512 Strategic Marketing ManagementSchool of BusinessEXAMINATIONSemester Two Final Examination, 2020MKTG7512 Strategic Marketing ManagementThis paper is for all students.Examination Duration:120 minutes + 30 minutesReading Time:0 minutesExam Conditions:Start 8am Saturday 14 November Brisbane time for students in Brisbane. Ends10:30am Saturday 14 November Brisbane time for students in Brisbane,for150 total minutesfrom start to finish, which includes a 30 minuteallowance for possible technical problems.(If you are elsewhere in the world,say in China and starting the exam at 9am Brisbane time, then your exam isdue 150 minutes later, which would be 11:30am Brisbane time.)This is an Online Open Book examinationFile upload to Examinations folder on Blackboard.Please upload your answer document preferably as a Word document, forwhich it is easy to see the Word count, or if that’s not possible, then as a PDFfile.Be sure to upload your answer document before the end of the exam, as therewill be severe penalties for late submissions.Instructions to Students:See detailed instructions on the exam itself.Be sure to include your name in the document title or at the top of the examanswer.We would appreciate it if your upload file was in the format:chosen business then student’s full name(e.g., Westpac Jane Zhao).Page 1 of 11Venue____________________Seat Number________Student Number|__|__|__|__|__|__|__|__|Family Name_____________________First Name_____________________For Examiner Use OnlyQuestionMarkTotal________
Semester Two Final Examination, 2020MKTG7512 Strategic Marketing ManagementMKTG7512 FINAL EXAMYOUR TASKYou have just been hired as Marketing Department Head. Your first task is toconduct a Strategic Marketing Analysisfor this business.The strategic marketing analysis and recommendations should be coherent andwell-argued by applying the MKTG7512 course concepts.Recommendations should include a core strategy statement, a value propositionstatement (positioning) with realistic strategic recommendations and tacticalrecommendations for implementing the strategy.Based onyour analysis of the company and the marketing environment (e.g.,customers, competitors),create one marketing campaignto propose to thecompany’s CEO.Even though you are new to the company and don’t havedetailed knowledge yet, the CEO wants you to show her your understanding ofstrategic marketing analysis.QUESTION SPECIFICSConduct a strategic marketing analysis of onlyoneof the following three businesses:Westpacbank,MYERretail department store, orRM Williamsiconic Australian footwear and clothingretailer. Any one of these three brands is fine.Additional information on each of these threebrands is available at the bottom of this exam, as an Appendix to the exam questions.A recommendedanswer structureis:1.As an introduction to your strategic marketing analysis report, briefly state the goal, purpose,and general structure of a strategic marketing analysis.

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