Program Overview

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FMBA5007: Innovation in Strategic Marketing

Overview

This unit aims to provide a contemporary perspective to strategic marketing, addressing marketing strategy today and tools and frameworks that can assist a firm in addressing future challenges. Topics covered will consider how the context of marketing is changing, and how a firm can build capabilities to harness marketing opportunities. A key theme for the unit is how strategic marketing allows a firm to develop marketing strategies that address sustainability goals. There are four key building blocks to the unit: understanding value and how marketing creates value for a firm; evaluating brands and branding strategies; exploring how collaborative relationships offer innovation opportunities; and identifying how new technologies are changing the face of marketing.

Unit Details and Rules

• Academic unit: Management Education
• Credit points: 6
• Prerequisites: None
• Corequisites: None
• Prohibitions: SMBA6006
• Assumed knowledge: None
• Available to study abroad and exchange students: No

Teaching Staff

• Coordinator: Penelope Frow

Assessment

• Type: Assignment
  • Description: Individual assessment, written task
  • Weight: 40%
  • Due: Week 04, Due date: 15 May 2020 at 17:00, Closing date: 29 May 2020
  • Length: 1500 words
  • Outcomes assessed: LO1, LO2, LO3, LO4
• Type: Assignment
  • Description: Sustainability group assessment, oral presentation
  • Weight: 40%
  • Due: Week 06, Due date: 25 May 2020 at 17:00, Closing date: 08 Jun 2020
  • Length: 20 minutes
  • Outcomes assessed: LO1, LO2, LO3, LO4
• Type: Assignment
  • Description: Individual reflective essay
  • Weight: 20%
  • Due: Week 07, Due date: 01 Jun 2020 at 17:00, Closing date: 15 Jun 2020
  • Length: 1500 words
  • Outcomes assessed: LO1, LO2, LO3, LO4

Assessment Summary

• Individual assessment: Understanding customers, mapping the customer journey
• Group assignment: Identifying co-creation strategies, applying marketing innovation strategies to business challenges
• Individual reflective essay: Reflecting on the application of marketing insights to professional life

Assessment Criteria

The University awards common result grades, set out in the Coursework Policy 2014 (Schedule 1).

• Result name: High distinction
  • Mark range: 85 - 100
  • Description: Awarded when demonstrating the learning outcomes for the unit at an exceptional standard
• Result name: Distinction
  • Mark range: 75 - 84
  • Description: Awarded when demonstrating the learning outcomes for the unit at a very high standard
• Result name: Credit
  • Mark range: 65 - 74
  • Description: Awarded when demonstrating the learning outcomes for the unit at a good standard
• Result name: Pass
  • Mark range: 50 - 64
  • Description: Awarded when demonstrating the learning outcomes for the unit at an acceptable standard
• Result name: Fail
  • Mark range: 0 - 49
  • Description: When not meeting the learning outcomes of the unit to a satisfactory standard

Late Submission

In accordance with University policy, penalties apply when written work is submitted after 11:59pm on the due date:

• Deduction of 5% of the maximum mark for each calendar day after the due date
• After ten calendar days late, a mark of zero will be awarded

Academic Integrity

The University expects students and staff to act ethically and honestly and will treat all allegations of academic integrity breaches seriously.

Using AI Responsibly

You may only use generative AI and automated writing tools in assessment tasks if permitted by your unit coordinator. If used, acknowledge this in your work.

Weekly Schedule

WK | Topic | Learning activity | Learning outcomes ---|---|---|--- Week 01 | Introduction and identifying objectives | Lecture (4 hr) | LO1, LO2, LO3, LO4 Week 02 | Understanding the customer | Lecture (4 hr) | LO1, LO2, LO3, LO4 Week 03 | Developing customer relationships | Lecture (4 hr) | LO1, LO2, LO3, LO4 Week 04 | Big data and digital transformation | Lecture (4 hr) | LO1, LO2, LO3, LO4 Week 05 | Putting it all together: Unit review | Lecture (4 hr) | LO1, LO2, LO3, LO4

Attendance and Class Requirements

100% class attendance is expected for each unit of the MBA Program.

Study Commitment

Typically, there is a minimum expectation of 1.5-2 hours of student effort per week per credit point for units of study offered over a full semester.

Required Readings

Readings will be available through the library system.

Learning Outcomes

At the completion of this unit, you should be able to:

• LO1: Understand and assess how marketing contributes to business performance
• LO2: Appreciate how and why managing critical market relationships relates to business success
• LO3: Demonstrate how managing ethical and social issues relates to market performance
• LO4: Demonstrate reflective practices that contribute to team-worked solutions

Graduate Qualities

The graduate qualities are the qualities and skills that all University of Sydney graduates must demonstrate on successful completion of an award course.

• GQ1: Depth of disciplinary expertise
• GQ2: Critical thinking and problem-solving
• GQ3: Oral and written communication
• GQ4: Information and digital literacy
• GQ5: Inventiveness
• GQ6: Cultural competence
• GQ7: Interdisciplinary effectiveness
• GQ8: Integrated professional, ethical, and personal identity
• GQ9: Influence

Outcome Map

Learning outcomes | Graduate qualities ---|--- GQ1 | GQ2 | GQ3 | GQ4 | GQ5 | GQ6 | GQ7 | GQ8 | GQ9

Responding to Student Feedback

The structure and content of the unit have been redesigned, responding to constructive comments from previous students.

Additional Information

More information can be found on Canvas.

Disclaimer

The University reserves the right to amend units of study or no longer offer certain units, including where there are low enrolment numbers.