Faculty of Business and Economics

print version

This unit entry is for students who completed this unit in 2016 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

Monash University

6 points, SCA Band 3, 0.125 EFTSL

Postgraduate - Unit

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.


Business and Economics

Organisational Unit

MBA Program


Associate Professor Srinivas Sridharan


Not offered in 2016


This is a course aimed at fostering strategic marketing leadership in organisations. It will help participants refine their strategic and conceptual skills in marketing, augment their analytical toolkits, and encourage integrative thought and action. The key question it will seek to answer is: "how should organisations strategically create and exchange market offerings effectively to enable value for themselves, their customers and clients, business partners, and society at large?" The perspective held would be the management of markets, with a view to achieving and sustaining market leading positions. While anchored to the viewpoint of a focal organisation, analysis would include institutions that facilitate the consummation of market exchange in an economy, and the myriad consequences of market management activity on society. The predominant pedagogy is case-based, and thus classroom discussion will emphasise strategic decision-making situations. The decision orientation will be supplemented with contemporary critical-ethical thought on marketing as a discipline of business and society.


The learning goals associated with this unit are to:

  1. analyse competitive market situations presented through case studies in meaningful qualitative and quantitative ways
  2. critically evaluate alternative strategic marketing solutions from the vantage point of key strategic marketing concepts and theories (including ethics and responsibility)
  3. demonstrate appreciation for organisational decisions, human capabilities and roles involved in the decisions, and the impact of decisions on organisation and society
  4. exhibit empathic and effective small-group problem solving, and large-group leadership skills and contributions to peer learning
  5. develop capabilities to be future generators of sustainable economic, social and environmental value for business.


Within semester assessment: 100%

Workload requirements

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

See also Unit timetable information

Chief examiner(s)


Students must be enrolled in one of the following courses to undertake this unit: 4437 or 0028.


MBA9006 and MBA5715