Strategic and Entrepreneurial Marketing
Duration
- One Semester or equivalent
Contact hours
- 36 hours
On-campus unit delivery combines face-to-face and digital learning.
Aims and objectives
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.
Students who successfully complete this unit will be able to:
1. Apply coherent and advanced knowledge of marketing theories and concepts in diverse contexts and applications using critical thinking.
2. Apply problem solving, design and decision-making methodologies to identify and provide innovative solutions to complex problems with intellectual independence.
3. 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.
4. Communicate proficiently in professional practice to a variety of audiences, function as an effective member or leader of a diverse team
Unit information in detail
- Teaching methods, assessment, general skills outcomes and content.
Teaching methods
Face to Face Mode:
Scheduled hours: (12 x 3 hours)
OR
Block Mode:
This unit will be delivered in block or intensive mode. Block mode may consist of blended, intensive and immersive teaching, which can include full day teaching and weekend teaching requirements.Fully Online Mode: SOL
Engaging with online content and discussions
Student workload:
For all teaching and learning structures (both face to face and online), students are expected to spend an average of 150 hours per unit in total over the duration of the study period
This includes all:
• Scheduled teaching and learning events and activities (contact hours timetabled in a face-to-face teaching space) and scheduled online learning events (contact hours scheduled in an online teaching space), and
• Non-scheduled learning events and activities (including directed online learning activities, assessments, independent study, student group meetings, and research
• Read all prescribed materials and/or view videos in preparation for each class
• Attend and engage in all scheduled classes (face to face or online)
• Start assessment tasks well ahead of the due date, and submit assessments promptly
• Read / listen to all feedback carefully, and consider it for future assessment
• Engage with fellow students and teaching staff (don’t hesitate to ask questions)
Assessment
1. Assignment 1 (Group) 25 - 35%
2. Assignment 2 (Individual) 25 - 35%
3. Take Home Test (Individual) 30 - 50%
2. Assignment 2 (Individual) 25 - 35%
3. Take Home Test (Individual) 30 - 50%
General skills outcomes
During this unit students will receive feedback on the following key generic skills:
• analysis skills
• communication skills
• teamwork skills
• ability to tackle unfamiliar problems
• ability to work independently
Content
The unit consists of 11 modules built around the integrative nature of the marketing process and its role in achieving corporate objectives. Topics include:
2. The marketing environment
3. Marketing research and information systems
4. Market segmentation, targeting and positioning
5. Buyer behaviour
6. Integrated marketing communication
7. Product management and new-product development
8. Pricing considerations and approaches
9. Making distribution decisions
10. Branding and positioning
11. Creating competitive advantage and marketing planning
Study resources
- Reading materials.
Reading materials
Students are advised to check the unit outline in the relevant teaching period for appropriate textbooks and further reading.