GSBS6370
Strategic Marketing Management
10 Units
Not available in 2014
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; and 4. identify and develop marketing management team decision making skills. |
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| 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. Knowledge management. 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. |
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| Replacing Course(s) | NA | ||||
| Transition | NA | ||||
| Industrial Experience | 0 | ||||
| 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 Lecture |
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| Assessment Items |
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| Contact Hours | Lecture: for 3 hour(s) per Week for Full Term |