Course Title: Strategic Marketing

Part A: Course Overview

Course Title: Strategic Marketing

Credit Points: 12


Terms

Course Code

Campus

Career

School

Learning Mode

Teaching Period(s)

MKTG1215

City Campus

Postgraduate

625H Economics, Finance and Marketing

Face-to-Face

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,
Sem 2 2017

Course Coordinator: David Toleman

Course Coordinator Phone: +61 423 361 992

Course Coordinator Email: david.toleman@rmit.edu.au


Pre-requisite Courses and Assumed Knowledge and Capabilities

Enforced pre-requisites:

  • 008994 - MKTG1100 - Marketing Management and
  • 008995 - MKTG1101 - Consumer Behaviour and
  • 008996 - MKTG1103 - Marketing Communication Strategy and
  • 008997 - MKTG1104 - Marketing Research


Course Description

This course culminates and extends what you have learned in previous courses. In Strategic Marketing we will apply theories and concepts to real life business cases and contexts. We focus on understanding, measuring and managing business success factors from a strategic marketing perspective. In doing so, we use principles of strategy and learn how to deal with market challenges and how to take advantage of market opportunities to support business success. In this process, we will train critical thinking and creative thinking as fundamental capabilities for strategic marketers and decision makers.

Specifically, you will understand the way the internal and external environment shape strategic marketing decisions and implementation considerations. For example, insights into a focal company, potential customers, competitors, collaborators and contextual dynamics will enable the identification of strategic implications and potentialities. This course will also require you to build evidence-driven arguments and combine these with innovative solutions, demonstrating critical and creative thinking with regards to strategic marketing issues and opportunities.

This course includes a Work Integrated Learning experience. You will undertake and be assessed on structured activities that allow you to learn, apply and demonstrate your professional or vocational practice; and be involved in authentic engagement with partner organisations that include industry feedback.
This course also provides you with a capstone experience, which will provide you with the opportunity to integrate, critically reflect on and consolidate what you have learnt in your program.


Objectives/Learning Outcomes/Capability Development

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

  1. Gather data and critically assess a specific context from a strategic marketing perspective, to identify and prioritise key marketing issues and opportunities.
  2. Draw on the literature and effectively use research insights, tools and evidence to support your argumentation.
  3. Set effective strategic marketing objectives and use meaningful performance indicators to link to other internal and/or external areas.
  4. Demonstrate creative, critical and ethical thinking through the development of alternative strategic marketing solutions, to support effective strategic marketing decisions that benefit relevant stakeholders.
  5. Demonstrate how to implement and control strategic marketing solutions, while effectively managing stakeholders.
  6. Collaborate with industry to combine theoretical knowledge with practical application to understand how to identify, assess and select strategies with regards to various relevant organisational contexts.


Overview of Learning Activities

Case studies will be used to explore, critique and form strategic marketing ideas. Class exercises that focus on applying theory to practical situations will assist in developing problem solving skills. This course also includes a Work Integrated Learning experience. You will undertake and be assessed on structured activities that allow you to learn, apply and demonstrate your professional or vocational practice; and be involved in authentic engagement with partner organisations that include industry feedback.


Overview of Learning Resources

Case studies; interactive lectures; group discussions; research sessions. The course is supported online using Blackboard through myRMIT. This gives access to important announcements, staff contact details, the teaching schedule and content, assessment timelines and a variety of important learning materials.
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 will be made available to you as required during the teaching period.


Overview of Assessment

The assessment alignment list below shows the assessment tasks against the learning outcomes they develop.

Assessment Task 1: 50%
Linked CLOs: 1, 2, 3, 4, 5, 6
Assessment Task 2: 30%
Linked CLOs: 1, 2, 3, 4, 5, 6
Assessment Task 3: 20%
Linked CLOs: 1, 4, 6

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.