Innovation in Strategic Marketing (SMBA6006)

UNIT OF STUDY

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.

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Further unit of study information

Classes

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%)

Faculty/department permission required?

Yes

Unit of study rules

Prerequisites and assumed knowledge

Prerequisite: Assumed knowledge: MBA primer

Prerequisite: Assumed knowledge: MBA primer

Corequisites

SMBA6001

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Cross-institutional study

If you are from another Australian tertiary institution you may be permitted to underake cross-institutional study in one or more units of study at the University of Sydney.

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