Overview

This unit focuses on fostering strategic marketing leadership. Students will develop their strategic thinking and analysis skills and their application in an organisation. The unit aims to give students a deeper understanding of how to structure and organise the firm to more effectively identify and implement innovative ideas, know what analysis is required before strategy is created and how to research and anticipate the issues which may arise during implementation.

Requisites

Prerequisites

100 credit points

Teaching periods
Location
Start and end dates
Last self-enrolment date
Census date
Last withdraw without fail date
Results released date
Semester 1
Location
Hawthorn
Start and end dates
03-March-2025
01-June-2025
Last self-enrolment date
16-March-2025
Census date
31-March-2025
Last withdraw without fail date
24-April-2025
Results released date
08-July-2025

Learning outcomes

Students who successfully complete this unit will be able to:

  • Critically evaluate a firm's entrepreneurial and innovative strategies drawing on a range of evidence sources
  • Apply problem solving, design and decision making methodologies to develop strategies to enhance the firm’s innovation and entrepreneurship capabilities and to provide innovative solutions to complex problems
  • Critically analyse the structure and organisation of the firm making recommendations for improvement in strategy and apply innovative ideas
  • Apply coherent and advanced knowledge of the analysis required prior to strategy creation and the issues that may arise in the successful implementation of strategy
  • Apply advanced knowledge of research principles and methods to plan and execute a piece of research with some independence
  • Communicate proficiently in professional practice to a variety of audiences and function as an effective member or leader of a team

Teaching methods

Hawthorn

Type Hours per week Number of weeks Total (number of hours)
On-campus
Class		2.00 12 weeks 24
Online
Lecture		1.00 12 weeks 12
Unspecified Activities
Various		9.50 12 weeks 114
TOTAL150

Assessment

Type Task Weighting ULO's
Assignment 1Individual 20 - 30% 1,2 
Assignment 2Individual 15 - 25% 1,2,3 
Assignment 3Group 25 - 45% 1,2,3,4,5,6 
Assignment 4Individual 15 - 25% 2,4 
Peer EvaluationIndividual 5 - 15% 2,6 

Content

  • The process of formulating and implementing marketing strategy
  • Understanding market opportunities
  • Measuring market opportunities: forecasting and market knowledge
  • Targeting attractive market segments
  • Differentiation and positioning
  • Marketing strategies for new market entries
  • Marketing strategies for growth markets
  • Marketing strategies for mature and declining markets
  • Marketing strategies for the new economy
  • Organising and planning for effective marketing implementation
  • Measuring and delivering marketing performance

Study resources

Reading materials

A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.