MBA5403 · Marketing for strategic growth

Overview

Marketing is about far more than promotion and advertising. It is the discipline through which organisations understand customers, create value and drive sustainable growth. In this unit, you will develop the judgement needed to evaluate market opportunities, interpret customer and competitive intelligence, and make informed decisions about where and how organisations should invest to create long-term value. Working with authentic organisational challenges, you will apply marketing frameworks to evaluate growth opportunities, assess marketing performance and make evidence-based investment decisions. You will strengthen your ability to work effectively with marketing specialists, critically evaluate customer insights and AI-generated analyses, and balance customer, financial, strategic, ethical and sustainability considerations when making executive decisions.

Offerings

Assessment

The Handbook does not list a final examination among the assessment items. That is not a guarantee there is none.

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. evaluate market opportunities using customer and market information to support data-driven managerial decisions
2. evaluate strategic marketing alternatives and recommendations generated by human and AI-enabled systems
3. justify business decisions by integrating customer and market evidence with diverse organisational perspectives.

Workload

Minimum total expected workload to achieve the learning outcomes for this unit is 150 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.