Strategic Marketing Management

Course code MKTG3000Units 10Level 3000Faculty of Business and LawNewcastle Business School

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.

Available in 2015

Callaghan CampusSemester 2
OurimbahSemester 2
UoN SingaporeTrimester 2, Trimester 3
Previously offered in 2014
ObjectivesUpon 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
6. Effectively communicate Strategic Marketing knowledge and outcomes in both written and oral contexts.
7. Employ strategies and processes which assist independent learning.
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
Replacing Course(s)NA
Industrial Experience0
Assumed KnowledgeMKTG2100 - Principles of Marketing
MKTG2010 - Marketing Research
Modes of DeliveryInternal Mode
Teaching MethodsLecture
Assessment Items
Essays / Written Assignmentsindividual project, case study analysis reports
Examination: Formal
Group/tutorial participation and contribution
Presentations - Tutorial
Contact HoursLecture: for 2 hour(s) per Week for Full Term
Tutorial: for 1 hour(s) per Week for 12 weeks
Timetables2015 Course Timetables for MKTG3000