MKTG3000
10 units
3000 level
Course handbook
Description
Strategic Marketing Management encompasses marketing strategy elements and their integration. Focus will be upon developing your abilities to apply various principles and theories to specific problems. Competitive marketing strategies are introduced, and theories are applied to different economic environments as well as to different competitive environments. Encouraging a practical approach to strategy, students engage in interactive problem solving, field work and contemporary case analysis.
Availability2024 Course Timetables
Singapore PSB
- Trimester 1 - 2024 (Singapore)
- Trimester 2 - 2024 (Singapore)
- Trimester 3 - 2024 (Singapore)
Ourimbah
- Semester 2 - 2024
Newcastle City Precinct
- Semester 2 - 2024
Learning outcomes
On successful completion of the course students will be able to:
1. Analyse marketing opportunities and threats
2. Discuss strategic concepts and theories and their application in marketing environments.
3. Develop and critically assess marketing strategies
4. Research and analyse marketing strategies in different contexts
5. Identify and resolve well-defined problems reaching substantiated conclusions employing methods of analysis specific to marketing.
6. Effectively communicate Strategic Marketing knowledge and outcomes in both written and oral contexts.
7. Employ strategies and processes which assist independent learning.
Content
1. Introduction to strategy, strategic concepts and strategic levels
2. Alternative marketing strategies
- Generic
- Specific
3. Strategy and the Marketing Planning process
4. Marketing strategy formulation
- Industry and business definition
- Product-market definition and analysis
- Customer and stakeholder analysis
- Competitor analysis
5. Strategy selection, adjustment or re-confirmation
6. Strategic application of the Marketing Mix
7. Product and packaging strategy
8. Pricing strategy
9. Positioning and Brand strategy
10. Marketing communication strategy
11. Distribution, selling and customer service strategies
12. The role of the Internet
13. Implementation and organisational strategic focus
14. Industry evolution, monitoring and strategic adjustments
15. Strategies for different environments
Assumed knowledge
MKTG2100 Principles of Marketing or MKTG1001 Foundations of Marketing plus MKTG2010 Marketing Research and MKTG2101 Consumer Behaviour
Assessment items
Quiz: Quiz
Written Assignment: Group Situation Analysis and SWOT
Presentation: Group Presentation
Proposal / Plan: Written Individual Strategic Marketing Plan
Contact hours
Trimester 1 - 2024 (Singapore) - Singapore PSB
Integrated Learning Session-1
- Face to Face On Campus 2 hour(s) per week(s) for 13 week(s) starting in week 1
- Students are expected to complete 4 hours of guided learning via online preparation, lectures, interactive workshops, tutorials, discussion groups or self-directed learning and an additional 6 hours of independent study per week.
Trimester 2 - 2024 (Singapore) - Singapore PSB
Integrated Learning Session-1
- Face to Face On Campus 2 hour(s) per week(s) for 13 week(s) starting in week 1
- Students are expected to complete 4 hours of guided learning via online preparation, lectures, interactive workshops, tutorials, discussion groups or self-directed learning and an additional 6 hours of independent study per week.
Trimester 3 - 2024 (Singapore) - Singapore PSB
Integrated Learning Session-1
- Face to Face On Campus 2 hour(s) per week(s) for 13 week(s) starting in week 1
- Students are expected to complete 4 hours of guided learning via online preparation, lectures, interactive workshops, tutorials, discussion groups or self-directed learning and an additional 6 hours of independent study per week.
Semester 2 - 2024 - Ourimbah
Integrated Learning Session-1
- Face to Face On Campus 2 hour(s) per week(s) for 13 week(s) starting in week 1
- Students are expected to complete 4 hours of guided learning via online preparation, lectures, interactive workshops, tutorials, discussion groups or self-directed learning and an additional 6 hours of independent study per week.
Semester 2 - 2024 - Newcastle City Precinct
Integrated Learning Session-1
- Face to Face On Campus 2 hour(s) per week(s) for 13 week(s) starting in week 1
- Students are expected to complete 4 hours of guided learning via online preparation, lectures, interactive workshops, tutorials, discussion groups or self-directed learning and an additional 6 hours of independent study per week.
Course outline
- MKTG3000 - Semester 2, 2023 (Centralcoast) (PDF, 626.0 KB)
- MKTG3000 - Semester 2, 2023 (Newcastle) (PDF, 626.0 KB)
- MKTG3000 - Trimester 1, 2024 (Singapore) (PDF, 246.8 KB)
The University of Newcastle acknowledges the traditional custodians of the lands within our footprint areas: Awabakal, Darkinjung, Biripai, Worimi, Wonnarua, and Eora Nations. We also pay respect to the wisdom of our Elders past and present.