Strategic Marketing Management PG (11421.2)
|Available teaching periods||Delivery mode||Location|
|View teaching periods|| Flexible
|| UC - Canberra, Bruce
|0.125||3||Faculty Of Business, Government & Law|
|Discipline||Study level||HECS Bands|
|Canberra Business School||Post Graduate Level|| Band 4 2021 (Commenced After 1 Jan 2021)
Band 4 2021 (Commenced After 1 Jan Social Work_Exclude 0905)
Band 5 2021 (Commenced Before 1 Jan 2021)
As a capstone, this unit integrates marketing strategy with corporate missions and goals with an emphasis on factors that influence the development and effective implementation of marketing strategy in both domestic and international settings in consumer, business to business and digital market spaces. As part of the unit you will compile a portfolio of industry relevant project work.
Learning outcomesAfter successful completion of this unit, students will be able to:
1. Critique and integrate marketing theory and practice from a known context into the strategic marketing management framework.
2. Critically evaluate approaches and techniques that are used by businesses in different settings and recommend or propose strategic marketing opportunities based on in-depth analysis.
3. Synthesise how strategic marketing management thinking creates value for stakeholders by engaging in strategic thinking relevant to marketing decision making.
4. Compile and present a comprehensive report and portfolio.
Graduate attributes1. UC graduates are professional - employ up-to-date and relevant knowledge and skills
1. UC graduates are professional - communicate effectively
1. UC graduates are professional - use creativity, critical thinking, analysis and research skills to solve theoretical and real-world problems
1. UC graduates are professional - work collaboratively as part of a team, negotiate, and resolve conflict
1. UC graduates are professional - display initiative and drive, and use their organisation skills to plan and manage their workload
1. UC graduates are professional - take pride in their professional and personal integrity
2. UC graduates are global citizens - think globally about issues in their profession
2. UC graduates are global citizens - adopt an informed and balanced approach across professional and international boundaries
2. UC graduates are global citizens - understand issues in their profession from the perspective of other cultures
|Year||Location||Teaching period||Teaching start date||Delivery mode||Unit convener|
|2022||UC - Canberra, Bruce||Semester 2||01 August 2022||Flexible||Dr Abu Saleh|
|2023||UC - Canberra, Bruce||Semester 2||31 July 2023||Flexible||Dr Abu Saleh|
Keller, K. L. and Kotler, P. 2016, Marketing Management by Global Edition, Pearson Education Australia, 15th Global Edition.
Ferrell, O. C. and Hartline, M. 2019, Marketing Strategy by South-Western Cengage Learning, 7th Edition.
Christensen, C. M. 1997, Making Strategy: Learning by Doing, Harvard Business Review, Nov – Dec, pp. 141-156.
Day, G. S. 1994, The capabilities of Market-Driven Organisations, Journal of Marketing, October, pp. 37-52.
Slater, S. F. and Narver, J. C. 1994, Market Orientation, Customer Value and Superior Performance, Business Horizons, March-April, pp. 22-28.
Search articles from Marketing Management journal
Students who wish to explore particular aspects of the subject further are referred to the following recommended reading:
Aaker, D. A. 2005, Strategic Market Management, Wiley, New York.
Cohen, W. A. 2005, The Marketing Plan, Wiley, New York.
Luther, W. M. 1992, The marketing Plan: How to prepare and implement it, American Management Association, New York.
McDonald, M. 1984, Marketing Plans: How to prepare them, how to use them, Heinemann, London. On behalf of the Institute of Marketing and the CAM Foundation.
McDonald, M. 1993, Marketing Audit: translating marketing theory into practice, Oxford, Butterworth-Heinemann.
Students are required to read all the relevant instructions and the readings assigned for this unit in order to perform well in this units. Also students are expected to navigate CANVAS site and other tools used in this unit.
Inclusion and engagement
Due to unit design and nature of assessment items students are required and highly recommended to attend all the workshops/lectures to achieve the overall unit learning outcomes.
Required IT skills
Students are required to have basic understanding of using application software such as Word, Excel. They also should have the ability to access online resources via CANVAS/online library.
Work placement, internships or practicums