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Unit outline_

FMBA5007: Innovation in Strategic Marketing

Semester 1b, 2024 [Block mode] - Castlereagh St, Sydney

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
Credit points 6
Prerequisites
? 
None
Corequisites
? 
None
Prohibitions
? 
SMBA6006
Assumed knowledge
? 

None

Available to study abroad and exchange students

No

Teaching staff

Coordinator Karen Ganschow, karen.ganschow@sydney.edu.au
Lecturer(s) Karen Ganschow, karen.ganschow@sydney.edu.au
The census date for this unit availability is 26 April 2024
Type Description Weight Due Length
Assignment Individual - Customer journey mapping
Write a report on research and insights in regards to the customer journey
30% Week 03
Due date: 22 Apr 2024 at 23:59

Closing date: 27 Apr 2024
1500 words
Outcomes assessed: LO1 LO2 LO3
Presentation group assignment Group assignment - Marketing plan
Developing a solution for marketing problem and presenting it to the class
30% Week 05
Due date: 07 May 2024 at 09:00

Closing date: 07 May 2024
20 minutes (oral) and Presentation paper
Outcomes assessed: LO1 LO2 LO3 LO4
Small continuous assessment group assignment Outcome of Market Simulation
Outcome of the Group HBR Simulation
20% Week 05
Due date: 06 May 2024 at 09:00

Closing date: 06 May 2024
6 sessions of 30 min
Outcomes assessed: LO1 LO3 LO4
Assignment Individual reflection
Reflecting on impact of the unit on current role and personal journey
20% Week 07
Due date: 21 May 2024 at 23:59

Closing date: 26 May 2024
1000 words
Outcomes assessed: LO1 LO2
group assignment = group assignment ?

Assessment summary

  • Individual assessment: Understanding customers: Mapping the customer journey.
  • Group assignment: Identifying co-creation strategies:  applying marketing innovation strategies to business challenges.
  • Individual reflective essay: Reflecting on your application of marketing insights to your professional life.
  • Results from the Marketing Simulation: Launch and manage product marketing, channels and price 

Detailed information for each assessment can be found on Canvas.

Assessment criteria

The University awards common result grades, set out in the Coursework Policy 2014 (Schedule 1).

As a general guide, a high distinction indicates work of an exceptional standard, a distinction a very high standard, a credit a good standard, and a pass an acceptable standard.

Result name

Mark range

Description

High distinction

85 - 100

Awarded when you demonstrate the learning outcomes for the unit at an exceptional standard, as defined by grade descriptors or exemplars outlined by your faculty or school. 

Distinction

75 - 84

Awarded when you demonstrate the learning outcomes for the unit at a very high standard, as defined by grade descriptors or exemplars outlined by your faculty or school.

Credit

65 - 74

Awarded when you demonstrate the learning outcomes for the unit at a good standard, as defined by grade descriptors or exemplars outlined by your faculty or school.

Pass

50 - 64

Awarded when you demonstrate the learning outcomes for the unit at an acceptable standard, as defined by grade descriptors or exemplars outlined by your faculty or school. 

Fail

0 - 49

When you don’t meet the learning outcomes of the unit to a satisfactory standard.

For more information see guide to grades.

Late submission

In accordance with University policy, these penalties apply when written work is submitted after 11:59pm on the due date:

  • Deduction of 5% of the maximum mark for each calendar day after the due date.
  • After ten calendar days late, a mark of zero will be awarded.

This unit has an exception to the standard University policy or supplementary information has been provided by the unit coordinator. This information is displayed below:

According to University and Business School policies.

Academic integrity

The Current Student website provides information on academic integrity and the resources available to all students. The University expects students and staff to act ethically and honestly and will treat all allegations of academic integrity breaches seriously.

We use similarity detection software to detect potential instances of plagiarism or other forms of academic integrity breach. If such matches indicate evidence of plagiarism or other forms of academic integrity breaches, your teacher is required to report your work for further investigation.

Use of generative artificial intelligence (AI) and automated writing tools

You may only use generative AI and automated writing tools in assessment tasks if you are permitted to by your unit coordinator. If you do use these tools, you must acknowledge this in your work, either in a footnote or an acknowledgement section. The assessment instructions or unit outline will give guidance of the types of tools that are permitted and how the tools should be used.

Your final submitted work must be your own, original work. You must acknowledge any use of generative AI tools that have been used in the assessment, and any material that forms part of your submission must be appropriately referenced. For guidance on how to acknowledge the use of AI, please refer to the AI in Education Canvas site.

The unapproved use of these tools or unacknowledged use will be considered a breach of the Academic Integrity Policy and penalties may apply.

Studiosity is permitted unless otherwise indicated by the unit coordinator. The use of this service must be acknowledged in your submission as detailed on the Learning Hub’s Canvas page.

Outside assessment tasks, generative AI tools may be used to support your learning. The AI in Education Canvas site contains a number of productive ways that students are using AI to improve their learning.

Simple extensions

If you encounter a problem submitting your work on time, you may be able to apply for an extension of five calendar days through a simple extension.  The application process will be different depending on the type of assessment and extensions cannot be granted for some assessment types like exams.

Special consideration

If exceptional circumstances mean you can’t complete an assessment, you need consideration for a longer period of time, or if you have essential commitments which impact your performance in an assessment, you may be eligible for special consideration or special arrangements.

Special consideration applications will not be affected by a simple extension application.

Using AI responsibly

Co-created with students, AI in Education includes lots of helpful examples of how students use generative AI tools to support their learning. It explains how generative AI works, the different tools available and how to use them responsibly and productively.

Support for students

The Support for Students Policy 2023 reflects the University’s commitment to supporting students in their academic journey and making the University safe for students. It is important that you read and understand this policy so that you are familiar with the range of support services available to you and understand how to engage with them.

The University uses email as its primary source of communication with students who need support under the Support for Students Policy 2023. Make sure you check your University email regularly and respond to any communications received from the University.

Learning resources and detailed information about weekly assessment and learning activities can be accessed via Canvas. It is essential that you visit your unit of study Canvas site to ensure you are up to date with all of your tasks.

If you are having difficulties completing your studies, or are feeling unsure about your progress, we are here to help. You can access the support services offered by the University at any time:

Support and Services (including health and wellbeing services, financial support and learning support)
Course planning and administration
Meet with an Academic Adviser

WK Topic Learning activity Learning outcomes
Week 01 Introduction to Strategic marketing and Managing value Lecture (4 hr) LO1 LO2 LO3 LO4
Knowing your customer: Segmentation Lecture (4 hr) LO1 LO2 LO3 LO4
Week 02 Knowing your customer: Consumer behaviour Lecture (4 hr) LO1 LO2 LO3 LO4
Understanding your environment Lecture (4 hr) LO1 LO2 LO3 LO4
Week 03 Product management Lecture (4 hr) LO1 LO2 LO3 LO4
Promotions Lecture (4 hr) LO1 LO2 LO3 LO4
Week 04 Pricing Lecture (4 hr) LO1 LO2 LO3 LO4
Placement Lecture (4 hr) LO1 LO2 LO3 LO4
Week 05 Managing Customer Experience Lecture (4 hr) LO1 LO2 LO3 LO4
Project Presentations Lecture (4 hr) LO1 LO2 LO3 LO4

Attendance and class requirements

Lecture recordings and attendance: Note that MBA classes held at the CBD Campus are not systematically recorded and 100% class attendance is expected for each unit of the MBA Program. If there are extenuating circumstances as to why you are not able to attend a particular class, please contact your unit coordinator as soon as possible, and also notify your group members (if the unit has a group work component). A unit requirement is 80% attendance, and those who drop below this level may not pass the unit.

Study commitment

Typically, there is a minimum expectation of 1.5-2 hours of student effort per week per credit point for units of study offered over a full semester. For a 6 credit point unit, this equates to roughly 120-150 hours of student effort in total.

Required readings

Readings will be posted within the Canvas page learning modules. Additional readings will be provided to extend individual learning, based on student interests.

Learning outcomes are what students know, understand and are able to do on completion of a unit of study. They are aligned with the University's graduate qualities and are assessed as part of the curriculum.

At the completion of this unit, you should be able to:

  • LO1. understand and assess how marketing contributes to business performance
  • LO2. appreciate how and why managing critical market relationsihps relates to business success
  • LO3. demonstrate how managing ethical and social issues relates to market performance
  • LO4. demonstrate reflective practices that contribute to team worked solutions.

Graduate qualities

The graduate qualities are the qualities and skills that all University of Sydney graduates must demonstrate on successful completion of an award course. As a future Sydney graduate, the set of qualities have been designed to equip you for the contemporary world.

GQ1 Depth of disciplinary expertise

Deep disciplinary expertise is the ability to integrate and rigorously apply knowledge, understanding and skills of a recognised discipline defined by scholarly activity, as well as familiarity with evolving practice of the discipline.

GQ2 Critical thinking and problem solving

Critical thinking and problem solving are the questioning of ideas, evidence and assumptions in order to propose and evaluate hypotheses or alternative arguments before formulating a conclusion or a solution to an identified problem.

GQ3 Oral and written communication

Effective communication, in both oral and written form, is the clear exchange of meaning in a manner that is appropriate to audience and context.

GQ4 Information and digital literacy

Information and digital literacy is the ability to locate, interpret, evaluate, manage, adapt, integrate, create and convey information using appropriate resources, tools and strategies.

GQ5 Inventiveness

Generating novel ideas and solutions.

GQ6 Cultural competence

Cultural Competence is the ability to actively, ethically, respectfully, and successfully engage across and between cultures. In the Australian context, this includes and celebrates Aboriginal and Torres Strait Islander cultures, knowledge systems, and a mature understanding of contemporary issues.

GQ7 Interdisciplinary effectiveness

Interdisciplinary effectiveness is the integration and synthesis of multiple viewpoints and practices, working effectively across disciplinary boundaries.

GQ8 Integrated professional, ethical, and personal identity

An integrated professional, ethical and personal identity is understanding the interaction between one’s personal and professional selves in an ethical context.

GQ9 Influence

Engaging others in a process, idea or vision.

Outcome map

Learning outcomes Graduate qualities
GQ1 GQ2 GQ3 GQ4 GQ5 GQ6 GQ7 GQ8 GQ9

This section outlines changes made to this unit following staff and student reviews.

The structure and content of the unit has been redesigned, responding to constructive comments from previous students.

More information can be found on Canvas.

Disclaimer

The University reserves the right to amend units of study or no longer offer certain units, including where there are low enrolment numbers.

To help you understand common terms that we use at the University, we offer an online glossary.