Unit Outline
BMA709
Strategic Marketing Management
Semester 2, 2024
Louise Grimmer
Tasmanian School of Business & Economics (TSBE)
College of Business and Economics
CRICOS Provider Code: 00586B
Unit Coordinator
Louise Grimmer
Email: Louise.Grimmer@utas.edu.au
 
What is the Unit About?
Unit Description
To be successful, a company must develop competitive marketing strategies that effectively position its products against competitors and give it the strongest possible competitive advantage. The task of marketing management is to develop, maintain and/or defend an organisation's competitive position based on strategic planning that aligns with its objectives, skills, and resources and changing market opportunities. Within this context, the focus of this unit is on developing students' knowledge and skills to develop marketing strategy, manage the organisation's strategic marketing management activities and develop an effective marketing plan. There are three modules within which students will cover the theoretical foundations of marketing management, key aspects related to operationalising marketing management, and then contemporary issues that are particularly significant in the modern context. Overall, this unit allows students to integrate and apply the knowledge gained in their previous studies of marketing.
Intended Learning Outcomes
As per the Assessment and Results Policy 1.3, your results will reflect your achievement against specified learning outcomes.
On completion of this unit, you will be able to:
1
Explain theories and concepts related to marketing management.
2
Apply specific marketing management theories and concepts.
3
Develop, implement and evaluate marketing management strategies.
4
Communicate orally and in written contexts.
Alterations as a result of student feedback
 
 
 
Teaching arrangements
ATTENDANCE MODE
TEACHING TYPE
LEARNING ACTIVITY
CONTACT HOURS
FREQUENCY
On Campus
Workshop
Introductory 1hr workshop, Week 1
1
Once only
Lecture (Online)
Pre-recorded 1hr lecture, once a week
1
Weekly
Workshop
2hr workshop, fortnightly, commencing in Week 2
2
1 time per fortnight
Independent Learning
5hr independent learning
5
Weekly
Online
Online Class
Introductory 1hr workshop, Week 1
1
Once only
Lecture (Online)
Pre-recorded 1hr lecture, once a week
1
Weekly
Workshop (Online)
1hr workshop, weekly, commencing in Week 2
1
Weekly
Independent Learning
5hr independent learning
5
Weekly
Attendance / engagement expectations
If your unit is offered On campus, it is expected that you will attend all on-campus and onsite learning activities. This is to support your own learning and the development of a learning community within the unit. If you are unable to attend regularly, please discuss the situation with your course coordinator and/or our UConnect support team.

If your unit is offered Online or includes online activities, it is expected you will engage in all those activities as indicated in the Unit Outline or MyLO, including any self-directed learning.

If you miss a learning activity for a legitimate reason (e.g., illness, carer responsibilities) teaching staff will attempt to provide alternative activities (e.g., make up readings) where it is possible.
 
 
 
 
How will I be Assessed?
 
For more detailed assessment information please see MyLO.
Assessment schedule
ASSESSMENT TASK #
ASSESSMENT TASK NAME
DATE DUE
WEIGHT
LINKS TO INTENDED LEARNING OUTCOMES
Assessment Task 1:
Multiple choice quiz
See the MyLO site for the due date
10 %
LO1
Assessment Task 2:
Discussion forum posts and peer review
See the MyLO site for the due date
30 %
LO1, LO2, LO3, LO4
Assessment Task 3:
Group presentations
See the MyLO site for the due date
60 %
LO1, LO2, LO3, LO4
 
Assessment details
Assessment Task 1: Multiple choice quiz
Task Description:
Multiple Choice Quiz - Students are expected to complete quizzes assigned to each of the eight (8) Topics, as well as a quiz based on the Introduction. Quizzes can be found in the quiz section of MyLO.
Task Length:
 
Due Date:
See the MyLO site for the due date
Weight:
10 %
 
CRITERION #
CRITERION
MEASURES INTENDED
LEARNING OUTCOME(S)
1
Identify the unique characteristics of
marketing management.
LO1
2
Explain the importance of marketing
management for a range of products and
services.
LO1
 
Assessment Task 2: Discussion forum posts and peer review
Task Description:
Discussion forum
posts and peer review - You are required to post your strategies and actions to the set scenarios/cases/questions for each of the eight (8) Topics on the MyLO discussion board (250 words).
Once you have posted your strategies and actions you will be able to see the posts of other students in that discussion group. You must comment on two of these analyses stating something positive, an additional point that they missed, and a reading that they could refer to and why. Each peer review should be approxiamately 150 words.

You must comment on two of these analyses stating something
positive, an additional point that they missed, and a reading
that they could refer to and why. Each peer review should be
approxiamately 150 words.
Task Length:
 
Due Date:
See the MyLO site for the due date
Weight:
30 %
 
CRITERION #
CRITERION
MEASURES INTENDED
LEARNING OUTCOME(S)
 
1
Explain the importance of marketing
management for a range of products and
services.
LO1
2
Evaluate the role of theory and concepts in
marketing management practice.
LO2
3
Apply marketing management theories.
LO2
4
Devise and implement marketing management
strategy and tactics to develop a brand.
LO3
5
Explain how to measure and evaluate
marketing management performance results in
terms of achieving the established objectives.
LO3
6
Communicate marketing management
strategies, considering the cultural and social
differences of customers in different
geographical markets.
LO4
 
Assessment Task 3: Group presentations
Task Description:
Group presentations -

There will be three (3) group presentations, one at each of the Workshops (see Study Schedule).
The topic for each presentation will be structured around the development of a logically derived marketing plan.
The topics and further information will be provided in MyLO: Assessment Item 3/Information; Assessment Item 3/Presentation topics
Task Length:
 
Due Date:
See the MyLO site for the due date
Weight:
60 %
 
CRITERION #
CRITERION
MEASURES INTENDED
LEARNING OUTCOME(S)
1
Explain the importance of marketing
management for a range of products and
services.
LO1
2
Evaluate the role of theory and concepts in
marketing management practice.
LO2
3
Apply marketing management theories.
LO2
4
Devise and implement marketing management
strategy and tactics to develop a brand.
LO3
5
Explain how to measure and evaluate
marketing management performance results in
terms of achieving the established objectives.
LO3
6
Communicate marketing management
strategies, considering the cultural and social
differences of customers in different
geographical markets.
LO4
7
Determine and justify which marketing
management strategies are more appropriate
for different target segments and communicate
them In oral and written formats.
LO4
 
 
 
How your final result is determined
To pass this unit, you need to demonstrate your attainment of each of the Intended Learning Outcomes, achieve a final unit grade of 50% or greater, and pass any hurdle tasks.
Submission of assignments
Where practicable, assignments should be submitted to an assignment submission folder in MYLO. You must submit assignments by the due date or receive a penalty (unless an extension of time has been approved by the Unit Coordinator). Students submitting any assignment in hard copy, or because of a practicum finalisation, must attach a student cover sheet and signed declaration for the submission to be accepted for marking.
Academic integrity
Academic integrity is about acting responsibly, honestly, ethically, and collegially when using, producing, and communicating information with other students and staff members.

In written work, you must correctly reference the work of others to maintain academic integrity. To find out the referencing style for this unit, see the assessment information in the MyLO site, or contact your teaching staff. For more detail about Academic Integrity, see Important Guidelines & Support.
Requests for extensions
If you are unable to submit an assessment task by the due date, you should apply for an extension.
 
A request for an extension should first be discussed with your Unit Coordinator or teaching support team where possible. A request for an extension must be submitted by the assessment due date, except where you can provide evidence it was not possible to do so. Typically, an application for an extension will be supported by documentary evidence: however, where it is not possible for you to provide evidence please contact your Unit Coordinator.
 
The Unit Coordinator must notify you of the outcome of an extension request within 3 working days of receiving the request.
Late penalties
Assignments submitted after the deadline will receive a late penalty of 5% of the original available mark for each calendar day (or part day) that the assignment is late. Late submissions will not be accepted more than 10 calendar days after the due date, or after assignments have been returned to other students on a scheduled date, whichever occurs first. Further information on Late Penalties can be found on the Assessments and Results Procedure.
Review of results and appeals
You are entitled to ask for a review of the marking and grading of your assessment task if there is an irregularity in the marking standards or an error in the process for determining the outcome of an assessment. Details on how to request a review of a mark for an assignment are outlined in the Review and Appeal of Academic Decisions Procedure.
 
 
 
 
Required Resources
Required reading materials
A textbook is not required for this unit.
 
Recommended reading materials
Aaker, D. A. (2013). Strategic market management, 10th edn, Wiley, New York.
Andreasen, A. & Kotler, P. (2008). Strategic marketing for non-profit organizations, 7th edn, Prentice Hall, Upper Saddle River.
Doyle, P. (2015). Value-based marketing: marketing strategies for corporate growth and shareholder value, 3rd edn, Wiley, Chichester. 
Ferrell, O. C. & Hartline, M. D. (2013). Marketing strategy, 6th edn, Cengage Learning, Mason, OH.
Hutt, M. D. & Speh, T. W. (2017). Business marketing management: B2B, 12th edn, Cengage Learning, Boston, MA.
Jain, S. C., Haley, T.H., Voola, R. & Wickham, M. (2012). Marketing: planning and strategy, Asia Pacific edn, Cengage Learning, South Melbourne.
Keller, K. L. (2012). Strategic brand management: building, measuring, and managing brand equity, 4th Global edn, Pearson Education Limited , Upper Saddle River, NJ. 
Kotler, P. & Keller, K. L. (2016). Marketing management, 15th global edn., Pearson, Boston.
Nagel, T. T. & Holden, R. K. (2013). The strategy and tactics of pricing: new international edition, 5th edn, Prentice Hall, Sydney.
Reed, P. (2015). Strategic marketing: decision making and planning, 4th edn, Cengage, Melbourne. 
Walker, O. C. & Mullins, J. W. (2013). Marketing strategy: a decision-focused approach, 8th edn, McGraw-Hill, New York.
 
 
Other required resources