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Strategic and Entrepreneurial Marketing

2014 unit code: MKT60006 (formerly HBM480)

Please note that unit codes have changed from 2014.
Credit points12.5 Credit Points
One teaching period
Contact hours36 hours

Related course(s)

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

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.

Teaching methods

Lectures, workshops, group exercises, case studies, practical company monitoring and analysis together with team presentations.


Assignment Part 1 (Group or Individual) 20-30%
Assignment Part 2 (Individual) 20-30%
Examination (Individual) 40-60%

Generic skills outcomes

This unit will help students to develop the following capabilities:
  • Leadership: Interdependence, engaging with Action and Influence, Effective Action and Influence.
  • Global Focus: Globalised business perspectives
  • Entrepreneurship and Innovation: Corporate Enterprise Creation
  • Strategy: Strategic and Sustainable Marketing
  • Financial Competence: Allocation of Financial Resources
  • Ethical and Social Responsibility: Sustainability and Triple bottom line focus
  • Lifelong Learning: Learning from novel experience, source and evaluate conceptual frameworks; team-based learning


The following areas of marketing theory will be utilised in discussions of case studies and reviews of corporate behaviour:
  • Strategic Marketing
  • Marketing Planning
  • Markets and Buyer Behaviour
  • Marketing Research
  • Market Segmentation, Targeting and Positioning
  • Product Strategy
  • Pricing Strategy
  • eMarketing
  • Distribution Strategy
  • Marketing Communications
  • Ethics and Legal compliance
  • Sustainable Competitive Advantage

Text books

Students are advised to check the unit outline in the relevant teaching period for appropriate textbooks and further reading.