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Unit of Study

Innovation in Strategic Marketing
UoS Code SMBA6006
Credit points 6
Offered Intensive May and MBA Session 1
Prerequisites None
Corequisites SMBA6001
Assumed Knowledge
Additional Information
Lectures 4 hr lectures/workshops and/or full-day participatory lectures/workshops
Assessment individual assignment (40%), group assignment (40%), individual reflection (20%)
Description Marketing is at a cross roads in its evolution. Today, marketing strategy is less about focusing on the competition and more about innovating and collaborating within a broad network of relationships. These changes mean a fresh approach to every aspect of marketing - using customer insights, creating value, designing market offerings and implementing marketing strategies. This foundational unit provides a novel approach to strategic marketing, incorporating many practical frameworks with exemplars drawn from a wide variety of managerially relevant contexts. By the end of this foundational unit, students will have a clear perspective of how marketing relates to other functional areas of the business and they will have a good working knowledge of some practical tools and frameworks to assist them as managers. They will also understand the implications of how marketing is changing, especially in terms of a new generation of technologies that is enabling fresh approaches to strategic marketing.