Available in 2024
Course code

MKTG3000

Units

10 units

Level

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