Course Title: Strategic Marketing

Part A: Course Overview

Course Title: Strategic Marketing

Credit Points: 12


Course Code




Learning Mode

Teaching Period(s)


City Campus


625H Economics, Finance and Marketing


Sem 1 2006,
Sem 2 2006,
Sem 1 2007,
Sem 2 2007,
Sem 1 2008,
Sem 2 2008,
Sem 1 2009,
Sem 2 2009,
Sem 1 2010,
Sem 2 2010,
Sem 1 2011,
Sem 2 2011,
Sem 1 2012,
Sem 2 2012,
Sem 1 2013,
Sem 2 2013,
Sem 1 2014,
Sem 2 2014,
Sem 1 2015,
Sem 2 2015,
Sem 1 2016,
Sem 2 2016,
Sem 1 2017


RMIT University Vietnam


625H Economics, Finance and Marketing


Viet3 2012,
Viet1 2013,
Viet2 2013,
Viet3 2013,
Viet1 2014,
Viet2 2014,
Viet3 2014,
Viet2 2015,
Viet1 2016,
Viet3 2016,
Viet2 2017


Singapore Inst of Management


625H Economics, Finance and Marketing


Offsh 3 09,
Offsh 1 10,
Offsh 3 10,
Offsh 1 11,
Offsh 3 11,
Offsh1 12,
Offsh3 12,
Offsh1 13,
Offsh3 13,
Offsh1 14,
Offsh3 14,
Offsh1 15,
Offsh3 15,
Offsh1 16,
Offsh3 16,
Offsh1 17,
Offsh3 17

Course Coordinator: Dr. Christopher White

Course Coordinator Phone: +(61 3) 9925 5907

Course Coordinator Email:

Course Coordinator Location: Building 80, Level 11

Pre-requisite Courses and Assumed Knowledge and Capabilities

Enforced pre-requisites:

  • 008963 - MKTG1050/MKTG1052/MKTG1253/MKTG1350/MKTG1372 - Buyer Behaviour
  • 008961 - MKTG1045/MKTG1047/MKTG1254/MKTG1348/MKTG1335 - Market Research
  • 008956 - MKTG1041/MKTG1266/MKTG1349/MKTG1257/MKTG1371 - Marketing Communication
  • 008964 - MKTG1053/MKTG1268/MKTG1255/MKTG1344/MKTG1347 - Service Quality

Course Description

Strategic Marketing provides you with an experience which will give you the opportunity to critically reflect on and consolidate what you have learnt in this program.

In this course you will further develop theory and concepts that have been covered in previous marketing courses and apply them to a real life business situation. You will be introduced to the principles of strategy and learn how to take advantage of market opportunities to generate sustainable business growth. Additionally, you will formulate and assess strategies and business models with regards to relevant organisational contexts.

This course provides you with a capstone experience, which will give you the opportunity to integrate, critically reflect on and consolidate what you have learnt in your program.

Objectives/Learning Outcomes/Capability Development


On successful completion of this course you will be able to:

  1. Identify problems and questions in relation to contemporary strategic marketing and be aware of strategies to investigate them.
  2. Critically evaluate advanced strategic tools, concepts and theories and understand the complexities associated with the application of these in marketing practice.
  3. Reflect on your own professional practice in light of evidence from research to become a more flexible and creative thinker.
  4. Apply marketing theory in business settings and broader social contexts with intellectual curiosity.
  5. Adapt your knowledge in relation to marketing theory and /or practice to be a more effective strategic problem solver.
  6. Work on complex multidisciplinary projects in collaboration with others with minimal supervisory oversight.

Overview of Learning Activities

In this course you will be encouraged to be an active learner. Your learning will be supported through various in-class and online activities comprising individual and group work. These may include quizzes; assignments; prescribed readings; sourcing, researching and analysing specific information; solving problems; conducting presentations; debating selected topics; producing written work and collaborating with peers on set tasks or projects.

Overview of Learning Resources

Various learning resources are available online through MyRMIT Studies\Blackboard. These may include topic notes and slides, a study schedule, assessment details, links to relevant internet information, readings and communication tools to facilitate collaboration with your peers and sharing of information.

Resources are also available online through RMIT Library databases and other facilities. If you require assistance with the RMIT library facilities contact the Business Liaison Librarian for your school. Contact details for Business Liaison Librarians are located online on the RMIT Library website.

Additional resources and/or sources to assist your learning will be identified by your course coordinator and will be made available to you as required during the teaching period.

Overview of Assessment

The assessment tasks, their weighting and the course learning outcomes to which they are aligned are as follows:

Assessment Task 1: 15%:
Linked CLOs: 2, 4, 5
Assessment Task 2: 35%
Linked CLOs: 1, 2, 3, 4, 5, 6
Examination: 50%
Linked CLOs: 1, 2, 4, 5

Feedback will be provided throughout the semester in class and/or in online forums through individual and group feedback on practical exercises and by individual consultation.