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MMK733 - Strategic Marketing

Enrolment modes:Trimester 1: Burwood (Melbourne), Cloud (online)
Credit point(s):1
EFTSL value: 0.125
Unit chair:



MPK732, MPR732 or MPT732

Incompatible with: Nil
Contact hours: 1 x 3 hour seminar per week
Note: You will need to access substantial learning resources and experiences in CloudDeakin (Deakin’s online learning environment). Compliance with the Standards in computing, connectivity and student capability are a condition on your enrolment.


The unit provides a thorough examination of the two major aspects of strategic marketing. The first is the analytical framework for strategic market planning: the nature of strategic market planning; analysing market opportunity and competitive capability. The second major aspect examines managerial aspects of planning: defining the business; industries and their evolution; global marketing policy and planning systems; and organisation, implementation and control. The overall objective of the unit is to demonstrate the role of strategic marketing in creating sustainable competitive advantage.


Written Assignment 3500 words 40%, Examination 2 hours 60%

Unit Fee Information

Student Contribution Rate*Student Contribution Rate**Fee rate - Domestic Students Fee rate - International students

* Rate for all CSP students, except for those who commenced Education and Nursing units pre 2010
** Rate for CSP students who commenced Education and Nursing units pre 2010
Please note: Unit fees listed do not apply to Deakin Prime students.

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