One teaching period

36 hours

Hawthorn

Completion of all units in the Graduate Certificate or HBM520 Trends in Marketing.

Nil

Credit Points: 12.5 Credit Points

Related Course/s:

Aims & Objectives:

This unit will provide an appreciation of the various issues that are currently significant in developing strategy. It will help students to develop the ability to monitor and manage those aspects of running a business that affect competitive position. This unit begins with an examination of mission, vision and objectives. After this, the concepts of entrepreneurship and innovation are reviewed.

Teaching Methods:

Seminar Approach, combining Lectures with Discourse.

Assessment:

Individual assignments, weighting 60% -70%

Group assignments + presentations weighting 30% - 40%

Generic Skills Outcomes:

Students will have the ability to enhance marketing strategy and link it to organisation objectives.

Content:

The unit uses the model of seven traits of successful (innovative) organisations as developed by Schumann et al (1994). These traits are:

• Customer driven
• Technology driven
• Competitor driven
• Stakeholder driven
• Project driven
• Resource driven
• Culture driven
  

The unit also looks at change management as a tool to integrate the previous learning.

Reading Materials:

David, F 2001, Strategic Management, Prentice Hall International, 7th edn, NJ, Upper Saddle River.
Hamel, G & Prahalad, CK 1994, Competing for the Future, Boston, Harvard Business School Press.
Schumann, PA Jnr. et al. 1994, Innovate! Straight Path to Quality: Customer Delight and Competitive Advantage, USA, McGraw Hill.
As no one text covers all the issues, students are expected to do most of their reading from current journals.

Textbooks:

Exploring Corporate Strategy, Text and Cases by Gerry Johnson, Kevan Scholes and Richard Whittington, 8 Edn, 2009, Prentice-Hall.