Strategic Marketing

Course aim

This course will provide students with the foundation to lead the marketing function in their organisation or in their own business. Students will acquire an appreciation of evidence-based marketing and how to make decisions within a sustainable brand growth framework.

Course content

This course begins with identifying the fundamentals of human behaviour as they relate to buying and marketing more generally. It then covers the marketing environment, methods and processes for market research, understanding product, and pricing decisions, developing mental availability through marketing communications and the importance of physical availability and distribution.

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
INTERNAL, OFFSHORE, HONG KONG MANAGEMENT ASSOCIATION
Seminars 15 hours AND online 15 hours equiv	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

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:
How to determine your Commonwealth Supported course fee. (Opens new window)

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:
How to determine the relevant non award tuition fee. (Opens new window)

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.