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MMK325 - Strategic Marketing


2020 unit information

Important Update:

Classes and seminars in Trimester 2, 2020 will be online.

Last updated: 2 June 2020

Enrolment modes:

Trimester 1: Burwood (Melbourne)*, Waterfront (Geelong), Cloud (online)
Trimester 2: Burwood (Melbourne), Waterfront (Geelong)*, Cloud (online)

Credit point(s):1
EFTSL value:0.125
Unit Chair:Trimester 1: Ahmed Ferdous
Trimester 2: Michael Polonsky

MMK365 or MMK265

plus four units from MMK251, MMK266, MMK280, MMK295, MMK393, MMK368, MMM343

Incompatible with: Nil
Typical study commitment:

Students will on average spend 150 hours over the teaching period undertaking the teaching, learning and assessment activities for this unit.

Scheduled learning activities - campus:

1 x 1 hour class, 1 x 2 hour seminar per week

*1 x 1 hour class (recordings provided) and 1 x 2 hour seminar per week

Scheduled learning activities - cloud:

1 x 1 hour class (recordings provided) and 1 x 2 hour online seminar (livestreamed with recordings provided) per week


This unit considers the nature of marketing strategy and its relationship to corporate strategy formulation. Strategic planning is looked at from a marketing orientation, focusing on how an organisation's resources can be more effectively utilised to achieve objectives. This includes an examination of the relationship between marketing activities and organisational strategic planning, an analysis of strategic marketing concepts and the evaluation and control of the strategic marketing process.


These are the Learning Outcomes (ULO) for this Unit
At the completion of this Unit, successful students can:

Deakin Graduate Learning Outcomes


Appreciate the theoretical underpinnings of strategic marketing, and apply them to key issues and decision making techniques in planning and implementing marketing strategy in local and global context.

GLO1:Discipline-specific knowledge and capabilities


Apply critical thinking through the use of a range of strategic marketing tools including but not limited to PEST/Trend analysis, Key Success Factors, Competitive Strength Grid and Product/Organizational Life Cycle.

GLO1: Discipline-specific knowledge and capabilities
GLO4: Critical thinking


Analyse information supplied from a case and identify the core issues, evaluate and recommend appropriate marketing strategies that incorporate economic, social and ethical perspectives.

GLO4: Critical thinking
GLO6: Self-management


Identify individual skill sets and capabilities as a graduate majoring in marketing and how to leverage these capabilities to gain competitive advantage when applying for jobs in the area of marketing both in the local and global context.

GLO2: Communication
GLO6: Self-management

These Unit Learning Outcomes are applicable for all teaching periods throughout the year


Assessment Description Student output Grading and weighting
(% total mark for unit)
Indicative due week 
Assessment 1: (Group of 3) Strategic Marketing Applied Report 3500 words 60% Week 8
Assessment 2: (Individual) Professional Identity Task in Marketing   20% Week 10
Assessment 3: (Individual) Brief Case Study Reports 2000 words 20% Week 11

The assessment due weeks provided may change. The Unit Chair will clarify the exact assessment requirements, including the due date, at the start of the teaching period.

Hurdle requirement

Hurdle requirement: Achieve at least 50% of Assessment 2 and 3 combined marks (i.e. at least 20 out of 40 marks). Successfully complete the professional literacy module to gain access to the assignment dropbox.

Learning Resource

The texts and reading list for the unit can be found on the University Library via the link below: MMK325 Note: Select the relevant trimester reading list. Please note that a future teaching period's reading list may not be available until a month prior to the start of that teaching period so you may wish to use the relevant trimester's prior year reading list as a guide only.

Unit Fee Information

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