Welcome to Australian National Institute of Management and Commerce (IMC) and TMKT606
Strategic Marketing. This document provides you with information relevant to the successful
completion of this unit including learning outcomes, schedule of lecture topics, prescribed texts and
recommended readings, assessment tasks and policies, examinations and learning support
Academic Administration Office
The Academic Administration Office is located at Level 1, Bay 16, Locomotive St. The
administration office is your point of contact for advice, enrolment and access to student support
facilities. IMC’s staff is available to assist you personally during office hours.
This unit deals with key international marketing management concepts and practices from
theoretical (building on Marketing Management) and practitioner/commercial perspective.
We will in our sessions review and apply a variety of marketing management constructs in
an International environment. These concepts will include:
• Strategy Frameworks (Blue Ocean; Porter Models – 5 Forces, Generic Strategy, Value
Added Model; Positioning School; Ansoff; Mintzberg)
• Sustainable Competitive Advantage;
• Market Orientation (Customer Orientation, Competitor Orientation, Entrepreneurial
• Marketing First Principles (All Customers Differ, All Customers Change, All Competitors
React and All Resources are Limited); and
• Strategic Intelligence (Business Intelligence, Market Analysis/Intelligence/Research,
Knowledge Management, CRM/CSV, and Integrated Marketing Communications)
These concepts will be used to enhance your skills and knowledge as to how to be best
plan and manage marketing strategy within the dynamics of the changing and emerging
This unit assumes that students have completed the IMC Education Unit – Marketing
Management or a Masters Level equivalent in a marketing or management discipline.
Students may also have completed TMKT603 – International Marketing Management.
We apply an applied approach to Critical Thinking and therefore there is an open
learning environment as we discuss the challenges of marketing strategy as markets
continue to evolve.
The learning outcomes (i.e. goals and objectives) of this unit are related to the learning outcomes of
the overall course (or program) of study. In turn, both unit and course learning outcomes are
designed to enhance each student’s acquisition of desirable graduate attributes. The table below
shows the alignment of unit learning outcomes with course learning outcomes and their contribution
to achieving graduate attributes.
Graduate attributes are human characteristics that IMC endeavours to develop in its students as
they progress through a program of higher education. Graduate attributes nurtured within IMC’s
environment of advanced learning are integrity, capability, curiosity, and responsibility. Graduate
attributes are fostered through a framework of learning outcomes starting with graduate learning
outcomes (or goals), through to course and unit learning outcomes (or goals). The learning
outcomes framework, together with unit content and assessments that encourage and measure the
achievement of learning outcomes are aligned to assure competencies are achieved at each level.
IMC expects its graduates to have achieved a measure of each of the four graduate attributes
through completion of any of IMC’s AQF Level 7 or higher-level courses.
Requirements to Pass the Unit
To achieve a passing grade in this unit a student must:
(a) Attempt all within-term assessment tasks to the satisfaction of the lecturer-in-charge;
(b) Achieve an overall mark of at least 50% in the unit.
A final grade and mark will be awarded in the unit as follows:
High Distinction (HD) 85 – 100
Distinction (D) 75 – 84
Credit (CR) 65 – 74
Pass (P) 50 – 64
Fail (F)* 00 – 49
*The alternate grades of Fail Absent, Fail Incomplete and Fail Withdrawn may be awarded in
The definition and interpretation of the above grades can be found in Assessment Policy and
Procedure (Coursework) on IMC’s website at http://www.top.edu.au/current-students/top-policiesand-procedures
Academic Integrity Module (AIM)
All IMC students are required to complete the Academic Integrity Module (AIM) before submitting
their first assignment in their first unit of study (which may be this unit or another unit). AIM is an
online module available through Moodle that introduces the principles of ethical academic practice
and IMC’s values and expectations of correct academic conduct. There are no credit points
awarded for completing AIM, but your successful completion of the module will be recorded on your
Academic Record for future reference. If you have not completed AIM by week 6, your results for
the assignment will be withheld. Students are asked to attach the email confirmation of successful
completion to their first assignment.
Recent Changes to this Unit
The following recent changes have been made to improve and/or update this unit: [Staff: Briefly
describe changes that have occurred over the last two semesters – this could include lecture topics,
assessment tasks, textbooks and readings, expected learning outcomes.]
[Note to staff: Before making any major changes to this unit, check with Dean or Discipline Leader
to ensure that accreditation requirements are maintained.]
Online Learning Support
A great deal of online learning support is provided. A list of subject-specific and general information
guides containing the best databases and resources available are accessible via the Library
website: library.top.edu.au. The online Library Course available on Moodle is useful for learning
about available services and how to successfully conduct research. Many useful support materials
can also be located within the Academic Skills Development Module on Moodle.
For more information or further support, please contact our English Language and Academic Skills
Coordinator at firstname.lastname@example.org
Academic English Support Program
An extensive Academic English program is provided. This program is aimed at developing skills and
understanding of the rules and conventions that form the basis of academic work. The program
• The Academic Skills Development Module (available on Moodle)
• Academic English and Study Skills workshops held throughout the term
• Individual consultations available by appointment
• Academic English Support Guide (available via the online Library)
If you have any queries or would like to book a consultation, please contact our English Language
and Academic Skills Coordinator at email@example.com
Additional Tutorial Support
Support for this unit may be provided by IMC’s Duty Tutor who provides general assistance and
personal advice on academic matters in a selection of undergraduate and postgraduate units. The
Duty Tutor is available for consultation by contacting firstname.lastname@example.org. [Staff: delete Duty Tutor if
this does not apply to your unit or this is a postgraduate unit]
Early Intervention for Students at Risk
Your performance within each teaching period will be monitored to assist you towards successful
completion of the units in which you are enrolled. Students whose performance is such that they are
deemed to be at risk of not successfully completing the unit will be identified through IMC’s early
intervention strategy. Indicators of students at risk of not successfully completing the unit include:
• Not attending lectures and/or tutorials
• Not performing adequately in assessment tasks
• Lack of engagement in the learning process
• Poor language skills
Where you are identified as being at risk of failure, you will be advised by IMC of an appropriate
remedial strategy and provided access to support services appropriate to your needs.
Policy on Special Consideration for Examinations
Students may apply for a Special Consideration when they are unable to sit an examination or if
their performance in the examination is severely affected by extraordinary circumstances beyond
their control. Students are not allowed to decide whether they will sit an examination or not, they
may only apply for special consideration when they have evidence that they could not sit for the
exam (see below). Please note:
• Misreading the examination timetable is not sufficient reason for the award of Special
• Sitting consecutive exams (e.g. two exams on one day) is not a sufficient reason for the
awarding of Special Consideration.
Acceptable evidence of a student’s inability to sit an exam, or a severe adverse effect on their
performance in an examination, include a stamped medical certificate with the date of consultation,
the state or extent of the medical condition, and the period covered by the doctor’s certificate. IMC
administration staff will contact the medical professional’s office to verify the authenticity of the
certificate. Only medical certificates that involved a personal (not online) consultation with a medical
professional will be accepted.
An application form for Special Consideration is available from Moodle. Applications for Special
Consideration must be received by the IMC Academic Administration Office no later than five (5)
working days after the last day of the examination period.
If Special Consideration is deemed to apply in a final examination, in normal circumstances a
student will be permitted to sit a Supplementary Examination. For mid-term exams, the unit
coordinator has the discretion to determine how Special Consideration, if granted, will be applied.
A student can take only one supplementary examination in this unit each term.
Re-sit Assessment Task
If a student has achieved an overall mark between 40% and 49%, or a Fail Incomplete grade with
an aggregate mark of at least 40%, a re-sit assessment task may be prescribed by the lecturer-incharge to determine whether acceptable competency in expected learning outcomes has been
achieved. The assessment will typically be in the form of a re-sit final examination but might be
another form of re-sit assessment if the student has performed satisfactorily in the first attempt at
the final examination.
Student Satisfaction Survey
At the end of each term, students will be asked to complete a Student Satisfaction Survey. Student
responses will assist IMC and its teaching staff in making improvements to teaching and learning
content and processes. The survey will include questions about unit content, the assessment
system, teaching quality and other items. Students will also have an opportunity to make openended comments. Student evaluations are important to IMC and are taken seriously. All student
evaluations are anonymous to ensure privacy.
Plagiarism is the use of another person’s ideas or work without appropriate acknowledgement or
credit. Plagiarism may be intentional or unintentional.
Intentional plagiarism is deliberately using text, ideas or concepts attributable to another person
obtained from any source (including internet sources) without referencing the author and the
publication. Intentional plagiarism is a serious matter, amounting to academic fraud. Student work
established and proven as containing intentional plagiarism will result in a zero grade and be
reported to the Dean of School. The student’s enrolment in the unit will be reviewed.
Unintentional plagiarism may occur if you do not understand appropriate ways of acknowledging
sourced reference materials. If you are unsure, you should consult the lecturer, IMC’s academic
skills coordinator and available publications to learn how to reference appropriately.
All written assignments must be submitted online through the Turnitin anti-plagiarism software
(unless otherwise advised by the lecturer). The link for Turnitin can be found on IMC’s Moodle site.
Cheating is an attempt to gain an unfair advantage over other students. Cheating includes copying,
plagiarism and third-party assistance in preparing assignments. All work submitted must be a
student’s own work. In an exam, cheating includes communicating with anyone other than
supervisors during the exam period and the use of dictionaries, electronic devices, books or notes in
the exam room where these not authorised. Cheating in any form will not be tolerated at IMC. Any
student caught cheating on an examination will be given a FAIL grade in that unit, and the incident
will be reported to the Dean of School for further action.
(c) Third party assistance
Academic misconduct includes the submission of work that has been prepared or assisted by a third
party (e.g. through the purchase of assignment submissions). Where a lecturer has evidence that a
submitted assignment is not the student’s own work, the lecturer may interview the student to
ascertain whether third-party assistance has been obtained and, if so, report the incident to Dean of
School for further action to be determined.
Students are required to read and understand IMC’s Academic Integrity Policy and ensure that all
the work complies with the policy before submitting assessments. The policy is available at