Culminate and extend what you have learned in previous courses by applying theories and concepts to real-life business cases and contexts. In this course, you will focus on understanding, measuring and managing business success factors from a strategic marketing perspective. In doing so, you'll use principles of strategy and learn how to deal with market challenges, and how to take advantage of market opportunities to support business success.

Upon completion, you'll be trained in critical and creative thinking, which are fundamental capabilities for strategic marketers and decision makers. You will understand the way in which the internal and external environments shape strategic marketing decisions and implementation considerations. This course will also require you to build evidence-driven arguments and combine these with innovative solutions.


Course coordinator

Mr David Toleman - School of Economics, Finance and Marketing

Learning outcomes

On successful completion of this course, you will be able to:

  • Gather data and critically assess a specific context from a strategic marketing perspective, to identify and prioritise key marketing issues and opportunities;
  • Draw on literature and effectively use research insights, tools and evidence to support your argumentation;
  • Set effective strategic marketing objectives and use meaningful performance indicators to link to other internal and/or external areas;
  • Demonstrate creative, critical and ethical thinking through the development of alternative strategic marketing solutions to support effective strategic marketing decisions that benefit relevant stakeholders;
  • Demonstrate how to implement and control strategic marketing solutions, while effectively managing stakeholders; and
  • Collaborate with industry to combine theoretical knowledge with practical application to understand how to identify, assess and select strategies with regards to various relevant organisational contexts.


Assessment for this course will occur at various times across the seven-week teaching period. In most cases, assessment should follow a similar structure to the below:

  • A short assessment may occur in the first couple of weeks, driven mostly by peer-assessment or objective feedback as is the case of a survey quiz or contribution to discussion.
  • Assessments that occur mid-study period (approximately week 2 to 5) will have a highly formative purpose, like an extended case study or a scenario role play. These are intended to provide an indication of performance and occur at this time to enable positive changes to future performance.
  • Final assessments are usually summative, and generally draw the course's threshold concepts together. Your previous assessments will have directly prepared you for a summative-style assessment.

Rich, online feedback will be provided to you throughout the teaching period on practical exercises and by individual consultation, ideally within five business days.

Please note, unit structure and content are subject to change. Contact your RMIT Student Enrolment Advisor on 1300 701 171 for more information based on your particular circumstances.