MMK325 - Strategic Marketing
Unit details
| Year: | 2021 unit information |
|---|---|
| Important Update: | Unit delivery will continue to be provided in line with the most current COVIDSafe health guidelines. This may include a mix of on-campus and online activities. To find out how you are impacted, please check your unit sites for announcements and updates. Unit sites open one week prior to the start of each Trimester/Semester. Thank you for your flexibility and commitment to studying with Deakin in 2021. Last updated: 4 June 2021 |
| Enrolment modes: | Trimester 1: Burwood (Melbourne), Waterfront (Geelong), Online Trimester 2: Burwood (Melbourne), Waterfront (Geelong), Online |
| Credit point(s): | 1 |
| EFTSL value: | 0.125 |
| Unit Chair: | Trimester 1: Ahmed Ferdous Trimester 2: Nicholas Mcclaren |
| 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 | Apply the theoretical underpinnings of strategic marketing, and apply them to key issues and decision making techniques in planning and implementing marketing strategy in local and global context. | GLO1:Discipline-specific knowledge and capabilities |
| ULO2 | Apply critical thinking through the use of a range of strategic marketing tools and reflect on the strategic marketing process. | GLO1: Discipline-specific knowledge and capabilities |
| ULO3 | Analyse information supplied from a case and identify the core issues, evaluate and recommend appropriate marketing strategies that incorporate economic, social and ethical perspectives. | GLO4: Critical thinking |
| ULO4 | Identify individual skill sets and capabilities as a graduate majoring in marketing and how to leverage these capabilities to gain competitive advantage when applying for jobs in the area of marketing both in the local and global context. | 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 1a (Group of 3): Strategic Report (Client) Assessment 1b (Individual): Report (self reflection) | 1a: 2700 words | 1a: 40% 1b: 20% | Week 9 |
| Assessment 2a (Individual): Professional Identity task Assessment 2b (Individual) Pitch (video recording) | 2a:1500 words 2b: 5 minutes | 2a: 15% 2b: 5% | Week 5 |
| Assessment 3: (Individual) Case Study (Report) | 2000 words | 20% | Week 11 |
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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