MBA5242 · Strategic marketing management

Overview

Strategic Marketing focuses on analysing markets, customer behaviour and developing and executing marketing strategy. In an interactive digital environment, consumer and organisational buying behaviour is critically altered, and appropriate models of marketing are required. The unit explores market orientation, market research and analysis, marketing planning and marketing implementation in a range of contemporary contexts. Contemporary issues addressed include customer engagement, value propositions, brand strategy and ethical thinking and practice.

Offerings

The Handbook publishes no offerings for this unit.

Assessment

The Handbook publishes no assessment items for this unit yet.

Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.

Requisites

The Handbook lists no prerequisite, corequisite or prohibition for this unit.

Learning outcomes

1. apply the core concepts and theories of marketing (including ethics and responsibility) to analyse, evaluate and make decisions about complex business issues
2. critically evaluate strategic alternatives regarding the marketing of goods and services and recommend decision paths for marketing leaders
3. appraise the scope and role of marketing, its relationship to organisational strategies and its financial outlays and outcomes
4. discuss the impact of strategic decisions on market and societal outcomes – consumption, competition, sustainability, and wellbeing
5. apply ideation and problem-solving skills to evolve business innovations in complex and dynamic environments involving technology, demographics and regulation.

Workload

Minimum total expected workload to achieve the learning outcomes for this unit is 153 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. You are expected to complete all pre-class activities prior to your scheduled class, and post-class activities should be completed after your scheduled class. Learning activities may include a combination of teacher directed, peer directed and online engagement activities.

Student experience, not official rules. Nothing here changes what the Handbook says.