Strategic and Entrepreneurial Marketing

MKT60006, formerly HBM480 12.5 Credit Points Hawthorn, Online


  • One teaching period

Contact hours

  • 36 hours





Aims and objectives

This unit will adopt 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.
On completion of this unit, students should be able to:

1. Critically evaluate the information required in order to prepare a marketing brief for a functional specialism articulating clearly the purpose for which the information is required.
2. Demonstrate critical thinking & apply knowledge to address complex issues for a range of audiences.
3. Integrate marketing insights into the development of plans within their own functional speciality.
4. Critically review the segments being targeted by their organisation and the value proposition offered to each segment, making recommendations for change to increase impact.

Courses with unit

A core unit in the following programs:
Graduate Diploma of Management (MAV) - executive education course
An elective unit in the following course suite:

Please note that unit codes have changed from 2014. Please ensure that you check the unit entry for the correct 2014 unit code.