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Unit of Study

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 final exam (40%), project (30%), exercises (30%)
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.