MKTG3000
Strategic Marketing Management
10 Units
Available in 2014
| Callaghan Campus | Semester 2 |
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| Ourimbah | Semester 2 |
| UoN Singapore | Trimester 2 |
Previously offered in 2013, 2012, 2011, 2010, 2009, 2008, 2007, 2006, 2005, 2004, 2003
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.
| Objectives | Upon successful completion of the course it is intended you will be able to: 1. Analyse marketing opportunities and threats 2. Understand 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. |
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| Content | * Introduction to strategy, strategic concepts and strategic levels * Alternative marketing strategies . Generic . Specific * Strategy and the Marketing Planning process * Marketing strategy formulation . Industry and business definition . Product-market definition and analysis . Customer and stakeholder analysis . Competitor analysis . Strategy selection, adjustment or re-confirmation * Strategic application of the Marketing Mix * Product and packaging strategy * Pricing strategy * Positioning and Brand strategy * Marketing communication strategy * Distribution, selling and customer service strategies * The role of the Internet * Implementation and organisational strategic focus * Industry evolution, monitoring and strategic adjustments * Strategies for different environments |
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| Replacing Course(s) | NA | ||||||||
| Transition | NA | ||||||||
| Industrial Experience | 0 | ||||||||
| Assumed Knowledge | MKTG2100 - Principles of Marketing MKTG2010 - Marketing Research |
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| Modes of Delivery | Internal Mode | ||||||||
| Teaching Methods | Lecture
Tutorial |
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| Assessment Items |
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| Contact Hours | Lecture: for 2 hour(s) per Week for Full Term Tutorial: for 1 hour(s) per Week for 12 weeks |
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| Timetables | 2014 Course Timetables for MKTG3000 |