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2015 Unit of Study

The session(s) below are for 2015. For Summer School 2015 unit of study availability please visit the Summer School website (main Summer session January/February 2016).

The University of Sydney session calendar shows exact dates for sessions.

Innovative Marketing Strategies
UoS Code MKTG6203
Credit points 6
Offered Semester 2
Prerequisites None
Assumed Knowledge
Additional Information This unit is only available to students enrolled in the Master of Marketing and Graduate Certificate of Marketing
Lectures Intensive - 6 days, 9am - 4:30pm
Assessment case study analysis (written-group) (20%), case study analysis (presentation) (10%), participation (Blackboard discussion and in-class participation) (individual) (10%), business simulation (group) (20%), presentation-simulation (20%), and online reflective entries (individual) (20%)
Description This unit is about developing and managing innovative competitive marketing strategies. It not only combines concepts, frameworks and tools from across the marketing discipline, it also transcends the traditional boundaries of the discipline itself (as the modern marketer often must), drawing on materials from strategic management, entrepreneurship and finance. The central focus is on strategy development and how its management can create superior and sustainable value for both customers and shareholders, by introducing a long term perspective.