2014 Unit of Study
The session(s) below are for 2014. For Summer School 2014 unit of study availability please visit the Summer School website (main Summer session January/February 2014).
The University of Sydney session calendar shows exact dates for sessions.
|Innovation in Strategic Marketing|
|Offered||Semester 1, Semester 2 and Intensive July|
|Prerequisites||Prerequisite: Assumed knowledge: MBA primer|
|Assumed Knowledge||Prerequisite: Assumed knowledge: MBA primer|
|Lectures||Intensive - 6 sessions over semester|
|Assessment||Reflective summary of online simulation (20%), Developing a personal brand (40%), Identifying existing opportunities for value co-creation (40%)|
|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.|