Strategic and Entrepreneurial Marketing
Unit code: HBM480
| Credit points | 12.5 Credit Points |
| Duration | One teaching period |
| Contact hours | 36 hours |
| Campus | Hawthorn |
| Prerequisites | Nil |
| Corequisites | Nil |
Related course(s)
A core unit in the following programs:
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:
- Discuss marketing issues with marketing specialists
- Prepare a brief for the marketing department to request information relevant to their own functional speciality
- Provide feedback to marketing specialists on the impact of their plans and operations
- Integrate marketing insights into the development of plans within their own functional speciality
- Apply marketing insights in the daily operational activities within their functional speciality
- Understand what segments are being targeted by their organisation and the value proposition offered to each segment
- Include marketing insights in their contribution to the development of business and corporate strategy
- Know how marketing contributes to the management of innovation
- Understand the marketing strategies of competitors
- Understand how their organisation is positioned relative to competitors
- Understand the marketing dimensions of their industry
Teaching methods
Lectures, workshops, group exercises, case studies, practical company monitoring and analysis together with team presentations.
Assessment
Group or Individual Assignment Part 1 (15%-25%)
Group or Individual Assignment Part 2 (15%-25%)
Three Hour Exam (40%-50%)
Three Hour Exam (40%-50%)
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
Content
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
