Available in 2021
Course code



10 units


3000 level

Course handbook


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.

Availability2021 Course Timetables

PSB Singapore

  • Trimester 3 - 2021 (Singapore)


  • Semester 2 - 2021

Newcastle City Precinct

  • Semester 2 - 2021

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.


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


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

Ourimbah, Newcastle City Precinct and PSB Singapore

Integrated Learning Session

Face to Face On Campus 2 hour(s) per Week for Full Term

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.

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.