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.