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.

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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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.

Internal Mode

Case Study
Problem Based Learning
Lecture

Lecture: for 3 hour(s) per Week for Full Term