Overview

Hello everyone and welcome to Week 11 of BUS9007 Strategic Marketing. This week we will be focusing on oversight of the marketing function. (Note that we actually covered this topic in Week 9 due to the re-scheduling of Assignment 2 presentations.)

Below is a list of the things that you should do prior to our class time together to ensure that you get the best out of your study experience.

To do List

In order to successfully prepare for our class time together, please do the following:

Ensure you have checked the course outline and assessment briefs.

Read the section, 'Managing the Marketing Effort and Marketing Return on Investment', from your textbook (Kotler & Keller, 2021, pp. 73-78)

Also read Jeans, P. (2015): 'Is better marketing and communications governance needed?', Governance Directions, vol. 67, no. 10, pp. 617-619.

View the video 'Increasing the representation of marketers on boards in Australia', accessible at https://www.youtube.com/watch?v=yUxIXYrsC8w.

Also view ‘When The CMO Owns Customer Experience: 10 Top CMOs Share Their POV’, at https://www.forbes.com/sites/blakemorgan/2017/08/29/when-the-cmo-owns-customer-experience-10-top-cmos-share-their-pov/?sh=618215d869d2.

Also view 'Volkswagen: The scandal explained', accessed on 17 February 2021 at https://www.bbc.com/news/business-34324772.