MBA5615 - Entrepreneurial marketing - 2017

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 Brian Low Koon Huat

Unit guides



  • MBA Teaching Period 4 2017 (On-campus block of classes)


This is an introductory managerial course in marketing. It will provide participants with a basic understanding of the key strategic concepts in marketing and their application in an organisation. The key question it will seek to answer is: "How should managers strategically manage their market offerings to enable value for their firms, their customers, and business partners?"

The course will address diverse situations of marketing to consumers and business customers, product and service-oriented businesses, domestic and global firms, and business and social organisations. The predominant pedagogy is case-based, and thus classroom discussion will emphasise strategic decision-making situations. The decision orientation will be supplemented with contemporary scholarly thought on effective marketing strategies.


The learning goals associated with this unit are:

  1. analysing competitive market situations presented through case studies in meaningful qualitative and quantitative ways
  2. critically evaluating alternative strategic marketing solutions from the vantage point of key strategic marketing concepts and theories (including ethics and responsibility)
  3. demonstrating overall cumulative understanding and application of concepts
  4. exhibiting small-group and large-group communication skills and contributions to peer learning
  5. developing capabilities to be future generators of sustainable economic, social and environmental value for business.


Within semester assessment: 50% + Examination: 50%

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 course 0028.