MKT4012H Corporate Marketing Strategy

Academic Year 2022/2023

This course will introduce the theory and key elements of marketing practice. It is taught from an applied viewpoint, in the context of the contemporary business environment in Australasia and globally. It is intended to provide a general framework for approaching marketing issues. This course goes beyond the 4P's (the marketing mix - price, product, promotion and place) to introduce recent insights drawn from services marketing, relationship marketing, the influence of network thinking and the resource based view. The course takes a process-based view of marketing and consider it an organisational rather than functional task, i.e. a philosophy practiced by the whole firm rather than a set of activities confined to a marketing department. Effective decision making and problem solving processes are introduced by considering current business topics and case studies.

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Curricular information is subject to change

Learning Outcomes:

At the end of this module you will be able to:Select and use appropriate decision support tools to assess marketing situations;Identify, locate and evaluate information relevant to marketing decision-making;Apply marketing principles effectively to develop appropriate marketing strategies, processes and tactics in specific situations;Assess the general effectiveness of marketing strategies, processes and tactics.

Student Effort Type Hours
Specified Learning Activities


Autonomous Student Learning






Requirements, Exclusions and Recommendations

Not applicable to this module.

Module Requisites and Incompatibles
Strategic Marketing Management (MKT4004H)

Assessment Strategy  
Description Timing Open Book Exam Component Scale Must Pass Component % of Final Grade
Examination: Examination 2 hour End of Trimester Exam No Graded No


Assignment: Main Assignment Varies over the Trimester n/a Graded No


Carry forward of passed components
Resit In Terminal Exam
Spring No
Feedback Strategy/Strategies

• Group/class feedback, post-assessment

How will my Feedback be Delivered?

Not yet recorded.

Name Role
Mr Neil Caraher Tutor
Wincey Cheung Tutor
Ms Eva Lock Tutor

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