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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:
Management Education
| Code | SMBA6006 |
|---|---|
| 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
This section lists the session, attendance modes and locations the unit is available in. There is a unit outline for each of the unit availabilities, which gives you information about the unit including assessment details and a schedule of weekly activities.
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Modes of attendance (MoA)
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