Strategic and Entrepreneurial Marketing

Unit Code:HBM480

Credit Points	Duration	Contact Hours	Campus	Prerequisite	Corequisite
12.5 Credit Points	One teaching period	36 hours	Hawthorn	Nil	Nil

Credit Points

Duration

Contact Hours

Campus

Prerequisite

Corequisite

12.5 Credit Points

One teaching period

36 hours

Hawthorn

Nil

Related Course/s:

A core unit in the Master of Business Administration suite and Master of Business Administration/Master of Strategic Foresight (CMBF680).

Aims & 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%)

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

Textbooks:

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