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MKT8012 Strategic Marketing and Innovation

Units : 1
Faculty or Section : Faculty of Business, Education, Law and Arts
School or Department : School of Business
Student contribution band : Band 4
Grading basis : Graded
Version produced : 17 May 2022

Overview

In today’s global marketplace competitors are reaching parity on basic functional benefits, which makes marshalling and protecting innovation more important than ever before. Succeeding in today’s marketspace requires strong strategic direction and a thorough understanding of how marketing systems and processes fit together with other elements of business to present innovative and cohesive strategy. Marketing theory forms the foundation of applied knowledge in the course but students are encouraged to consider the principles of innovation in developing every aspect of marketing strategy that facilitates the exchange of value and promotes creative, customer centric decision making.

This course takes a practical approach to analysing, planning and implementing marketing strategies. The aim is then to encourage students to focus on the creative processes involved in applying the knowledge and concepts of marketing to the development and implementation of marketing strategy which capitalises on innovation. Students will learn to think and act like a marketer by discussing key concepts and tools of marketing strategy. The principles of innovation and diffusion are used to help students develop critical thinking skills, both analytical and creative, and to understand the essence of how marketing decisions fit together to create coherent and competitive strategy.

Course offers

Semester Mode Campus
Semester 2, 2022 Online
Date printed 17 May 2022