Strategic Marketing Management PG (11421.3)

This unit extends previous studies and synthesises skills and prior knowledge by drawing on innovation and decision making skills that are critical for marketers, combining a focus on strategic frameworks and fundamentals in a convergence of traditional as well as digital approaches.
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 outcomes

After 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; and
3. Synthesise how strategic marketing management thinking creates value for stakeholders by engaging in strategic thinking relevant to marketing decision making.

Graduate attributes

1. 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
2. UC graduates are global citizens - communicate effectively in diverse cultural and social settings
2. UC graduates are global citizens - make creative use of technology in their learning and professional lives
2. UC graduates are global citizens - behave ethically and sustainably in their professional and personal lives
3. UC graduates are lifelong learners - reflect on their own practice, updating and adapting their knowledge and skills for continual professional and academic development
3. UC graduates are lifelong learners - be self-aware
3. UC graduates are lifelong learners - adapt to complexity, ambiguity and change by being flexible and keen to engage with new ideas
3. UC graduates are lifelong learners - evaluate and adopt new technology

Prerequisites

None.

Corequisites

None.

Incompatible units

None.

Equivalent units

None.

Assumed knowledge

None.