Courses & Units

Strategic Marketing Management BMA709



It is strongly recommended that you complete BMA506 Foundations of Marketing and BMA604 Consumer Decision Making before undertaking this unit to ensure you have the necessary level of knowledge to successfully complete assessments.


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.


Unit name Strategic Marketing Management
Unit code BMA709
Credit points 12.5
College/School College of Business & Economics
Tasmanian School of Business and Economics
Discipline Marketing
Coordinator Doctor Kim Lehman
Available as student elective? No
Delivered By Delivered wholly by the provider


Location Study period Attendance options Available to
Hobart Semester 2 On-Campus Off-Campus International International Domestic Domestic


International students
Domestic students

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Key Dates

Study Period Start date Census date WW date End date
Semester 2 12/7/2021 10/8/2021 30/8/2021 17/10/2021

* The Final WW Date is the final date from which you can withdraw from the unit without academic penalty, however you will still incur a financial liability (see withdrawal dates explained for more information).

Unit census dates currently displaying for 2021 are indicative and subject to change. Finalised census dates for 2021 will be available from the 1st October 2020. Note census date cutoff is 11.59pm AEST (AEDT during October to March).

About Census Dates

Learning Outcomes

  • Explain theories and concepts related to marketing management.
  • Apply specific marketing management theories and concepts.
  • Develop, implement and evaluate marketing management strategies.
  • Communicate orally and in written contexts.
Field of Education Commencing Student Contribution 1 Grandfathered Student Contribution 1 Approved Pathway Course Student Contribution 2 Domestic Full Fee
080505 $1,812.00 $1,419.00 not applicable $2,702.00
  • Available as a Commonwealth Supported Place
  • HECS-HELP is available on this unit, depending on your eligibility3
  • FEE-HELP is available on this unit, depending on your eligibility4

1 Please refer here more information on student contribution amounts.
2 Information on eligibility and Approved Pathway courses can be found here
3 Please refer here for eligibility for HECS-HELP
4 Please refer here for eligibility for FEE-HELP

If you have any questions in relation to the fees, please contact UConnect or more information is available on StudyAssist.

Please note: international students should refer to this page to get an indicative course cost.


AssessmentTest or quiz (10%)|Presentation (individual or group) (60%)|Discussion posts (online) (30%)
TimetableView the lecture timetable | View the full unit timetable



A textbook is not required for this unit.


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.

LinksBooktopia textbook finder

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