Strategic Marketing

Unit Code:HBM353N

Credit Points	Duration	Contact Hours	Campus	Prerequisite	Corequisite
12.5 Credit Points	One Semester or Term	36 Hours	Hawthorn, Sarawak	HBM110N Fundamentals of Marketing, HBM350N Marketing Planning

Upon completing this unit, students should be able to:

Discern the essential elements of an organisation’s broad environment and current situation
Synthesise diverse information to enable critical evaluation of an organisation in a competitive arena
Integrate critical evaluation with the development of marketing strategies
Propose and justify alternative marketing strategies to solve marketing problems
Refine the necessary analytical and problem solving skills based on existing frameworks, theories and empirical generalisations

Lecture (1 hour), Tutorials (2 hours)

Case study participation (25%), Individual assignment (25%), Examination (50%)

The graduate attributes which relate to this unit help to produce graduates who are:

Capable in their chosen professional, vocational or study areas
Entrepreneurial in contributing to innovation and development within their business, workplace or community
Effective and ethical in work and community situations
Adaptable and able to manage change
Aware of local and international environments in which they will be contributing (eg socio-cultural, economic, natural)

Synthesise information and to fine-tune problem identification and problem solving skills
Developing competitive advantage: advantage analysis and entry barriers
Conducting detailed situation analyses: opportunity and market analyses
Assessing strategic classification models and generic strategies
Strategic decisions for diverse markets and competitive environments
Linking planning with strategic development: addressing corporate objectives, complying with corporate strategy, using the marketing process to achieve organisational goals

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