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Unit (2019)

Information on this page, including unit offerings, is from the 2019 academic year.

Strategic Marketing Management (MBS537)

School School of Business and Governance
Credit Points 3
Availability MURDOCH: S1-internal, S1-external, S2-internal, S2-external
DUBAI-ISC: TJD-internal, TSD-internal
KAPLAN-MMR: TSB-internal
KAPLAN-SGP: TJA-internal, TSA-internal
Teaching Timetables Murdoch S1
Murdoch S2
Description This unit offers a sound foundation in aspects of marketing management strategy, relevant for all types of profit and not for profit businesses and organisations. Marketing management strategy is essential for all brand and service operations. The main topics include the marketing mix, product life cycle, consumer behaviour, market segmentation, identifying competitive forces, strategic options, market positioning, international marketing, marketing communications, and online marketing.
Unit Learning Outcomes On successful completion of the unit students will be able to:
1. Apply threshold core concepts and relevant marketing theories.
2. Communicate effectively to management the analysis and application of marketing models, and tools relevant to all marketing activities in the Marketing mix.
3. Critically analyse and evaluate alternative competitive strategies for the relevant consumer and industrial markets.
4. Analyse and apply the tools and models needed to create a strategic marketing plan and successfully present it to prospective audiences/management teams.
5. Make effective decisions about differentiation of products for relevant markets and counteract competitive forces.
6. Create an appropriate marketing positioning strategy to address ethical issues of social responsibility and sustainability relevant to all marketing functions and activities.
7. Demonstrate the capacity to work collaboratively with team members including communication, project and time management skills.
Timetabled Learning Activities Lecture / Workshops: 2 hours per week for South Street Campus
Structured learning may include lectures, face-to-face seminars, workshops, online activities, consultations and coaching sessions. Some units may be delivered in an intensive mode. Students should refer to the published timetable, and Unit Guide for specific information about the timetabling of this unit.
Seminars (TNE):6 sessions at 3.5 hours per session X 1 revision session at 3 hours
All offerings of this unit include the equivalent of 30 hours of structured learning.
Unit Learning Experiences The unit delivery is blended learning design, which includes face-to-face workshop interaction and comprehensive online learning materials. Blended learning is a student centred learning strategy. Digital resources augment learning for every session and topic, accompanied by interactive workshop delivery and prominent guest speakers. There is a strong emphasis on application of theory and skills development. The unit provides many opportunities of enhanced self-directed and lecturer initiated learning to further develop skills and real business application of knowledge to practical and current marketing issues.
Other Learning Experiences The unit delivery is blended learning design, which includes comprehensive online learning materials. Blended learning is a student centred learning strategy. Digital resources augment learning for every session and topic. There is a strong emphasis on application of theory and skills development. The unit provides many opportunities of enhanced self-directed and lecturer initiated learning to further develop skills and real business application of knowledge to practical and current marketing issues.
Assessment Case Study 30%, Multiple choice/short answers Test 20%, Group Project 40%, Class individual Presentation 10%
Prerequisites Enrolment in a graduate-level course.
Exclusions Students who have completed MBS507 or MBS5072 may not enrol in this unit for credit
Previously 2013: MBS507
Appears in these Courses/Majors:
see individual structures for context
Graduate Certificate in Business Administration (GradCertBusAdmin)
Master of Applied Psychology + Doctor of Philosophy (MAppPsych)+(PhD)
Master of Business (MBus) [New in 2019]
Master of Business Administration (MBA) [New in 2016]
Master of Business Administration + Master of HealthCare Management (MHCM)+(MBA)
Master of Business Administration + Master of Human Resources Management (MBA)+(MHRM) [New in 2019]
Internet Access RequirementsMurdoch units normally include an online component comprising materials, discussions, lecture recordings and assessment activities. All students, regardless of their location or mode of study, need to have access to and be able to use computing devices with browsing capability and a connection to the Internet via Broadband (Cable, ADSL or Mobile) or Wireless. The Internet connection should be readily available and allow large amounts of data to be streamed or downloaded (approximately 100MB per lecture recording). Students also need to be able to enter into online discussions and submit assignments online.
Strategic Marketing Management (MBS5072) - as for MBS537 except as follows
School School of Business and Governance
Credit Points 3
Unit Learning Outcomes On successful completion of the unit students will be able to:
1. Demonstrate a thorough knowledge of the threshold core marketing theories and concepts.
2. Apply marketing theories, concepts, and tools.
3. Evaluate competitive and consumer markets.
4. Create a strategic marketing plan and successfully present it.
5. Assess areas of social responsibility and sustainability and ethical issues relevant to the marketing functions.
6. Demonstrate high quality communication skills, including preparing and delivering oral presentations.
7. Work collaboratively with team members including communication, project and time management skills.
Timetabled Learning Activities Seminars: South Street Murdoch, 3 x 4 hours per week during the summer teaching semester.
Unit Learning Experiences The unit is delivered using blended learning design features with core unit materials provided in a digital format followed up by small class knowledge application and skills development. This is enhanced by self-directed learning to further develop skills and application of knowledge to practical and current issues.
Assessment Individual student presentations (10%) Individual: This assessment aligns with learning outcomes 2, 5.
Reflective Learning Journals (20%) Individual: This assessment aligns with learning outcomes 2, 5.
Group Project: Strategic Marketing Plan and Presentation (40%) Group: This assessment aligns with learning outcomes 1, 2, 3, 4.
Final Exam (30%) Individual: This assessment aligns with learning outcomes 1, 2, 3.
Total Unit Marks (100%)
Prerequisites Enrolment in C1083 Postgraduate Certificate in Business Administration (MasterClass) or C1115 Graduate Certificate in Business Administration (MasterClass).
Exclusions Students cannot enrol in both MBS5072 Strategic Marketing Management and MBS507 Strategic Marketing Management for credit.
Notes Students in C1083 Postgraduate Certificate in Business Administration (MasterClass) will be enrolled in MBS5072.
Internet Access RequirementsMurdoch units normally include an online component comprising materials, discussions, lecture recordings and assessment activities. All students, regardless of their location or mode of study, need to have access to and be able to use computing devices with browsing capability and a connection to the Internet via Broadband (Cable, ADSL or Mobile) or Wireless. The Internet connection should be readily available and allow large amounts of data to be streamed or downloaded (approximately 100MB per lecture recording). Students also need to be able to enter into online discussions and submit assignments online.

Contacts

Unit Coordinator
MBS537
Dr Kenneth Yap
Lecturer in Marketing

Murdoch Campus
t: 9360 2868
e: kenneth.yap@murdoch.edu.au
o: 440.3.008A - Social Sciences, Murdoch Campus
MBS5072
Dr Kenneth Yap
Lecturer in Marketing

Murdoch Campus
t: 9360 2868
e: kenneth.yap@murdoch.edu.au
o: 440.3.008A - Social Sciences, Murdoch Campus
Unit Contacts
MBS537

DUBAI-ISC: TJD-Internal
KAPLAN-SGP: TJA-Internal
Dr Carol Osborne
Lecturer

Murdoch Campus
t: 9360 6684
e: C.Osborne@murdoch.edu.au
o: 440.3.003 - Social Sciences, Murdoch Campus
MBS537

DUBAI-ISC: TSD-Internal
KAPLAN-MMR: TSB-Internal
KAPLAN-SGP: TSA-Internal
Ms Carole Brady
Lecturer

Murdoch Campus
t: 9360 2889
e: C.Brady@murdoch.edu.au
o: 512.1.029 - Murdoch Business School, Murdoch Campus
MBS537

MURDOCH: S2-External
MURDOCH: S2-Internal
Dr Vivienne Heng-Rigney
P/T Teaching Casual

e: Vivienne.Heng-Rigney@murdoch.edu.au
MBS537

MURDOCH: S1-External
MURDOCH: S1-Internal
Dr Kenneth Yap
Lecturer in Marketing

Murdoch Campus
t: 9360 2868
e: kenneth.yap@murdoch.edu.au
o: 440.3.008A - Social Sciences, Murdoch Campus
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