MMK325 - Strategic Marketing
Unit details
| Year: | 2022 unit information |
|---|---|
| Enrolment modes: | Trimester 1: Burwood (Melbourne), Waterfront (Geelong), Online Trimester 2: Burwood (Melbourne), Online |
| Credit point(s): | 1 |
| EFTSL value: | 0.125 |
| Unit Chair: | Trimester 1: Ahmed Ferdous Trimester 2: Allison Ringer |
| Prerequisite: | MMK101 and MMK280; plus any three units from: MMK266, MMK295, MMK365, MMM343, MMK368 |
| Corequisite: | Nil |
| Incompatible with: | Nil |
| Typical study commitment: | Students will on average spend 150 hours over the teaching period undertaking the teaching, learning and assessment activities for this unit. |
| Scheduled learning activities - campus: | 1 x 30 minutes online video recording of respective topics per week 1 x 3 hour seminar per week |
| Scheduled learning activities - cloud: | 1 x 30 minutes online video recording of respective topics per week 1 x 3 hour online seminar (livestreamed with recordings provided) per week |
Content
This unit considers the nature of marketing strategy and its relationship to corporate strategy formulation. Strategic planning is looked at from a marketing orientation, focusing on how an organisation's resources can be more effectively utilised to achieve objectives. This includes an examination of the relationship between marketing activities and organisational strategic planning, an analysis of strategic marketing concepts and the evaluation and control of the strategic marketing process.
| ULO | These are the Learning Outcomes (ULO) for this unit. At the completion of this unit, successful students can: | Deakin Graduate Learning Outcomes |
|---|---|---|
| ULO1 | Examine and evaluate the relationship between marketing activities in national and international organisational strategic planning | GLO1:Discipline-specific knowledge and capabilities |
| ULO2 | Analyse and reflect on strategic marketing concepts, tools and processes | GLO1: Discipline-specific knowledge and capabilities |
| ULO3 | Identify, evaluate and recommend appropriate marketing strategies that incorporate triple bottom line perspectives | GLO4: Critical thinking |
| ULO4 | Identify and evidence individual skill sets and capabilities and communicate them when applying for diverse marketing roles | GLO2: Communication |
These Unit Learning Outcomes are applicable for all teaching periods throughout the year
Assessment
| Assessment Description | Student output | Grading and weighting (% total mark for unit) | Indicative due week |
|---|---|---|---|
| Assessment 1: | 1a:1500 words | 1a: 15% 1b: 5% | Week 5 |
| Assessment 2: | 2a:2700 words 2b: 800 words | 2a: 40% 2b: 20% | Week 9 |
| Assessment 3: (Individual) Case Study (Report) | 2000 words | 20% | Week 12 |
The assessment due weeks provided may change. The Unit Chair will clarify the exact assessment requirements, including the due date, at the start of the teaching period.
Hurdle requirement
Hurdle requirement: Achieve at least 50% of Assessment 2 and 3 combined marks (i.e. at least 20 out of 40 marks). Successfully complete the professional literacy module to gain access to the assignment dropbox.
Learning Resource
The texts and reading list for the unit can be found on the University Library via the link below: MMK325 Note: Select the relevant trimester reading list. Please note that a future teaching period's reading list may not be available until a month prior to the start of that teaching period so you may wish to use the relevant trimester's prior year reading list as a guide only.
Unit Fee Information
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