Strategic Marketing Management

Course code GSBS6370Units 10Level 6000Faculty of Business and LawNewcastle Business School

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.

Not available in 2014

Previously offered in 2012, 2011, 2010, 2009, 2008, 2007, 2006, 2005, 2004
ObjectivesOn 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.
ContentIntroduction 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.
Replacing Course(s)NA
Industrial Experience0
Assumed KnowledgeThis 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 DeliveryInternal Mode
Teaching MethodsCase Study
Problem Based Learning
Assessment Items
Essays / Written Assignments
Presentations - Group
Contact HoursLecture: for 3 hour(s) per Week for Full Term