MKT3005H Strategic Marketing

Academic Year 2024/2025

*** Not available in the academic year indicated above ***

This course looks at the how the organisation can better organise itself to meet the current and future needs of customers more effectively than the competition. Specific focus is given to analysis of organisations skills, systematic approaches, and the articulation and implementation of objectives in the areas of segmentation, targeting, positioning, new product development, brand management, communications, pricing and distribution. In essence, the course aims to uncover the complexity and contextual challenges facing todays organisations from a strategic marketing perspective. The module provides for the blending of its theory and practice contents with the collective workplace experiences of the participants. To this end participants will be expected to contribute critical reflection on their workplace experiences along with collaborative interpretation of such experiences in both classroom and study group settings. Advance preparation for classes and workshops will be an important feature, with readings and questions for reflection assigned at the commencement of the trimester.

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Curricular information is subject to change

Learning Outcomes:

On completion of this module you should be able to:
Demonstrate an ability to critically discuss contents of the module and your workplace experience.
Drawing upon the course concepts, prepare a business report on the marketing function within a selected organisation.
Specify the current theory and research concerning the practice and management of strategic marketing.
Explain the development and implementation of general strategic marketing tools and a more specific marketing strategy within a particular industrial or organisation context.
Advance appreciation of how to effectively compete within product and services industries.
Analyse the importance of innovation from a strategic marketing context.
Assess the barriers to implementing change management within an organisation.

Student Effort Hours: 
Student Effort Type Hours
Lectures

85
Specified Learning Activities

20
Autonomous Student Learning

102
Total

207
Approaches to Teaching and Learning:
Students will attend classes for this module and have the opportunity to engage in active learning during these sessions. There will be in-class discussion and group work to analyse module concepts. Where appropriate, the module will incorporate case based learning 
Requirements, Exclusions and Recommendations

Not applicable to this module.


Module Requisites and Incompatibles
Equivalents:
Marketing Research (MKT3003H)


 
Assessment Strategy  
Description Timing Component Scale Must Pass Component % of Final Grade In Module Component Repeat Offered

Not yet recorded.

Carry forward of passed components
No
 
Resit In Terminal Exam
Spring Yes - 2 Hour
Please see Student Jargon Buster for more information about remediation types and timing. 
Feedback Strategy/Strategies

• Group/class feedback, post-assessment

How will my Feedback be Delivered?

General feedback is provided to students on all their submitted assessment components.

Name Role
Dr Christina Burke Lecturer / Co-Lecturer
Wincey Cheung Tutor
Ms Michele Connolly Doran Tutor
Sharon Fung Tutor
Junee Pan Tutor
Wilson Wan Tutor