This unit aims to provide a contemporary perspective to strategic marketing, addressing marketing strategy today and tools and frameworks that can assist a firm in addressing future challenges. Topics covered will consider how the context of marketing is changing, and how a firm can build capabilities to harness marketing opportunities. A key theme for the unit is how strategic marketing allows a firm to develop marketing strategies that address sustainability goals. There are four key building blocks to the unit: understanding value and how marketing creates value for a firm; evaluating brands and branding strategies; exploring how collaborative relationships offer innovation opportunities; and identifying how new technologies are changing the face of marketing
Unit details and rules
Academic unit | Management Education |
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Credit points | 6 |
Prerequisites
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None |
Corequisites
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None |
Prohibitions
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SMBA6006 |
Assumed knowledge
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None |
Available to study abroad and exchange students | No |
Teaching staff
Coordinator | Karen Ganschow, karen.ganschow@sydney.edu.au |
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Lecturer(s) | Karen Ganschow, karen.ganschow@sydney.edu.au |