2013 Unit of Study
The session(s) below are for 2013. For Summer School 2013 unit of study availability please visit the Summer School website (main Summer session January/February 2013).
The University of Sydney session calendar shows exact dates for sessions.
| Innovation in Strategic Marketing | |
|---|---|
| UoS Code | SMBA6006 |
| Credit points | 6 |
| Offered | Intensive July |
| Prerequisites | None |
| Corequisites | SMBA6001 |
| Prohibitions | |
| Assumed Knowledge | MBA primer |
| Additional Information | |
| Lectures | 1x 3hr lecture/seminar per week |
| Assessment | Reflective summary of online simulation (20%); Brand development (30%); Group project and report (40%); Participation (10%) |
| 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. |