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Unit outline_

SMBA6006: Innovation in Strategic Marketing

Semester 1, 2022 [Block mode] - Remote

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
Credit points 6
Prerequisites
? 
None
Corequisites
? 
SMBA6001
Prohibitions
? 
None
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
Type Description Weight Due Length
Assignment Individual assignment - customer journey
Written task
40% Week -02
Due date: 09 Apr 2022 at 09:00

Closing date: 19 Apr 2022
1500 words
Outcomes assessed: LO1 LO4 LO3 LO2
Assignment group assignment Group assignment - marketing project
Presentation of Project + Slide deck with notes
40% Week -05
Due date: 07 May 2022 at 09:00

Closing date: 17 May 2022
20-25 minutes
Outcomes assessed: LO1 LO3 LO4 LO5
Assignment Individual reflection
Written report
20% Week -05
Due date: 14 May 2022 at 09:00

Closing date: 24 May 2022
1000 words
Outcomes assessed: LO1 LO2
group assignment = group assignment ?

Assessment summary

  • Individual assignment - customer journey: Students are required to write a report on their research and insights in regards to the customer journey for the client firm.
  • Group assignment - marketing plan​: This task involves developing a solution for marketing problem and presenting it to the class.
  • Individual reflection: Individual students will reflect on the entire unit and consider how the curse content relates to their role as a manager. This reflection will not only consider what you have learned from the unit but how you can apply the learning in your role now and in the future.

 

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.

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.

WK Topic Learning activity Learning outcomes
Week -01 Managing Value and Segmentation Block teaching (8 hr) LO1 LO2 LO3
Knowing your Customer Block teaching (4 hr) LO1 LO2
Week -02 Understanding your Environment and where you fit in it Block teaching (4 hr) LO1 LO2 LO4
Added value through Product Management Block teaching (4 hr) LO1 LO2 LO3 LO5
Week -03 Adding value through Placement Block teaching (4 hr) LO1 LO2 LO3 LO4 LO5
Adding value through Promotion Block teaching (4 hr) LO1 LO2 LO3 LO4 LO5
Week -04 Adding value through Pricing Block teaching (4 hr) LO1 LO2 LO3
Week -05 Managing Customer Experience Block teaching (4 hr) LO1 LO2 LO4 LO5
Project Presentations Block teaching (4 hr) LO1 LO2 LO3 LO4 LO5

Attendance and class requirements

Lecture recordings and attendance: Please 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% class 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

All readings for this unit can be accessed through the Library eReserve, available on Canvas or posted within the Canvas modules.

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. understanding of key concepts, techniques and trends in marketing
  • LO2. creatively and critically question, assess and respond to assumptions, propositions and issues within marketing
  • LO3. apply a range of quantitative and qualitative research skills to identify and diagnose complex and unfamiliar problems
  • LO4. improve communication skills in both small and large group settings
  • LO5. improve collaborative skills as both leader and member to increase the quality of group output.

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.

Material has been updated to keep abreast of new developments with digital technologies and data analytics and the change in instructors.

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.