Strategic Marketing Management
Not available in 2013
Previously offered in 2012, 2011, 2010, 2009, 2008, 2007, 2006, 2005, 2004
Allows students to understand and work with a set of useful and important concepts and analytical tools in strategic marketing management. In particular, concepts such as portfolio strategy, segmentation and positioning are examined and applied through case studies.
|Objectives||On successful completion of this course, students will be able to:
1. discuss how important concepts and analytical tools in marketing management are assessed, selected and implemented;
2. develop and implement marketing strategies in a competitive environment under conditions of scarce resources and capabilities;
3. explain the role and value of the allocation of scarce marketing resources, marketing planning, contingency plans and the control of marketing activities;
4. identify and develop marketing management team decision making skills.
|Content||Introduction to strategy, to the management of marketing driven strategy and to the strategic environment.
Business and marketing strategies.
Competitive Advantage: resources and capabilities.
The marketing planning process.
Product-market and competitor analysis.
Segmentation, targeting and positioning analysis.
Marketing strategy in the marketspace.
Value based relationship management.
R & D and Innovation: New Product Planning.
Strategic brand management.
Costing issues and pricing strategy.
Marketing communications strategy.
Designing market-driven organisations.
Implementation and organisational strategic focus.
|Assumed Knowledge||This is a capstone course in marketing and it is presumed that students will have a thorough knowledge in the following courses: GSBS6010 Foundation of Marketing Theory; GSBS6021 Consumer Behaviour; GSBS6031 Market Research. Minimum of 40 credit points in Master of Marketing.|
|Modes of Delivery||Internal Mode|
|Teaching Methods||Case Study
Problem Based Learning
|Contact Hours||Lecture: for 3 hour(s) per Week for Full Term|