Marketing is at a crossroads 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 are enabling fresh approaches to strategic 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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SMBA6001 |
Prohibitions
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None |
Assumed knowledge
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None |
Available to study abroad and exchange students | No |
Teaching staff
Coordinator | Ellen Garbarino, ellen.garbarino@sydney.edu.au |
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Lecturer(s) | Ellen Garbarino, ellen.garbarino@sydney.edu.au |