MKT4012S Corporate Marketing Strategy

Academic Year 2021/2022

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 (MKT4004S)

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 Yes - 2 Hour
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
Ms Susan Calderon Urbina Lecturer / Co-Lecturer
Ms Christina Burke Tutor
Ms Michele Connolly Tutor
Miss Clare Griffin Tutor
Professor Mary Lambkin-Coyle Tutor
Rachel Sim Tutor
Chee Shong Tan Tutor
Charlene Tan Puay Koon Tutor
Siti Zarifah Tutor

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