Strategic and Entrepreneurial Marketing
36 hours
One Semester or equivalent
Overview
This unit adopts a general management perspective, and explores how marketing contributes to corporate strategy and how marketing influences and is influenced by other functions within the organisation. Students will learn to be effective members of entrepreneurial teams, to comprehend a world characterised by uncertainty and change, and to identify and evaluate opportunities.
Requisites
Teaching periods
Location
Start and end dates
Last self-enrolment date
Census date
Last withdraw without fail date
Results released date
Learning outcomes
Students who successfully complete this unit will be able to:
- Apply coherent and advanced knowledge of marketing theories and concepts in diverse contexts and applications using critical thinking
- Apply problem solving, design and decision-making methodologies to identify and provide innovative solutions to complex problems with intellectual independence
- Apply marketing fundamentals to the analysis, design and operation of a business model using appropriate marketing methods and tools, applied in a variety of contexts
- Communicate proficiently in professional practice to a variety of audiences, function as an effective member or leader of a team
- Apply knowledge of research principles and methods to plan and execute a piece of research with some independence
Teaching methods
Hawthorn
Type | Hours per week | Number of weeks | Total (number of hours) |
---|---|---|---|
Face to Face Contact (Phasing out) Block Teaching | 3.00 | 12 weeks | 36 |
Unspecified Learning Activities (Phasing out) Independent Learning | 9.50 | 12 weeks | 114 |
TOTAL | 150 |
Hawthorn
Type | Hours per week | Number of weeks | Total (number of hours) |
---|---|---|---|
Face to Face Contact (Phasing out) Class | 3.00 | 12 weeks | 36 |
Unspecified Learning Activities (Phasing out) Independent Learning | 9.50 | 12 weeks | 114 |
TOTAL | 150 |
Assessment
Type | Task | Weighting | ULO's |
---|---|---|---|
Assignment 1 | Group | 25 - 35% | 1,2,3,4,5 |
Assignment 2 | Individual | 25 - 35% | 1,2,3 |
Test | Individual | 30 - 50% | 1,2,3 |
Content
- Marketing Management: Basic Concepts
- The marketing environment
- Marketing research and information systems
- Market segmentation, targeting and positioning
- Buyer behaviour
- Integrated marketing communication
- Product management and new-product development
- Pricing considerations and approaches
- Making distribution decisions
- Branding and positioning
- Creating competitive advantage and marketing planning
Study resources
Reading materials
A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.