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Unit of study_
SMBA6006: Innovation in Strategic Marketing
2024 unit information
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
Managing faculty or University school:
Business (Business School)
| Study level | Postgraduate |
|---|---|
| Academic unit | Management Education |
| Credit points | 6 |
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Prerequisites:
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None |
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Corequisites:
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SMBA6001 |
| Prohibitions:
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None |
| Assumed knowledge:
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None |
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.
Unit availability
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Modes of attendance (MoA)
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