Strategic Marketing

Course aim

This course provides students with theoretical and practical knowledge of how response from markets can be stimulated and managed for the benefit of clients, organisations and stakeholders. Students completing the course develop a body of knowledge that contributes to a comprehensive and integrated application of marketing principles to recent developments in the field of senior organisational management and leadership in international business environments and provides a pathway to further learning.

Course content

Topics covered in this course include the market management perspective of how markets work; the purpose and processes of market management including its operation in non-commercial enterprises and agencies; the laws of customer behaviour including the role and purpose of customer analysis and thinking and the implications for market strategy; competitive strategy development; contemporary issues in market management and assessing the effectiveness of marketing expenditures and activities.

Textbook(s)

Byron Sharp 2017, Marketing: Theory, Evidence, Practice, 2nd, Oxford University Press, South Melbourne, Victoria

Prerequisite(s)

Nil

Corequisite(s)

Nil

Teaching method

Component	Duration
INTERNAL, CITY WEST
Seminar	3 hours x 10 weeks
INTERNAL, CITY WEST (INTENSIVE)
Seminar	30 hours x N/A
EXTERNAL, CITY WEST, ONLINE
External (Asynchronous and Synchronous Online Discussion)	30 hours equiv. x N/A
EXTERNAL, CITY WEST, DISTANCE EDUCATION
External	30 hours equiv. x N/A
INTERNAL, OFFSHORE, HONG KONG MANAGEMENT ASSOCIATION
Seminars 15 hours AND online 15 hours equiv	30 hours equiv. x N/A
EXTERNAL, OFFSHORE, HOPKINS TRAINING AND EDUCATION GROUP, ONLINE
External (Asynchronous and Synchronous Online Discussion)	30 hours equiv. x N/A

Note: These components may or may not be scheduled in every study period. Please refer to the timetable for further details.

Assessment

Case study, Continuous assessment, Group assignment, Report

Fees

EFTSL*: 0.125
Commonwealth Supported program (Band 3)
To determine the fee for this course as part of a Commonwealth Supported program, go to:
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Fee-paying program for domestic and international students
International students and students undertaking this course as part of a postgraduate fee paying program must refer to the relevant program home page to determine the cost for undertaking this course.

Non-award enrolment
Non-award tuition fees are set by the university. To determine the cost of this course, go to:
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Not all courses are available on all of the above bases, and students must check to ensure that they are permitted to enrol in a particular course.

* Equivalent Full Time Study Load. Please note: all EFTSL values are published and calculated at ten decimal places. Values are displayed to three decimal places for ease of interpretation.