Entry requirements and weighting

Prerequisites: BK213
Corequisites: Nil
Credit Points: 15 credit points
Level: Year 3, Major Marketing Stream

Brief description

Strategic marketing is embedded within the field of marketing, but has a distinct focus on planning for the future – to be truly successful in today’s fast-paced business environment marketers must have a view to the future and develop appropriate strategies to take advantage of the dynamics predicated by this future. Strategic marketing’s crucial role in business performance is demonstrated in the market driven strategies of successful organizations competing in a wide variety of industries and markets. The increasing importance of superior customer value, leveraging distinctive capabilities, responding rapidly to diversity and change in the marketplace, creating new products, and recognizing global business challenges require effective marketing strategies for gaining and sustaining a competitive advantage. This subject explores the essential concepts and processes within this fascinating field of marketing.

Topics to be covered include:

  1. Marketing in Today’s Economy
  2. Strategic Marketing Planning
  3. Collecting and Analysing Marketing Information
  4. Developing Competitive Advantage and Strategic Focus
  5. Product Strategy
  6. Pricing Strategy
  7. Distribution and Supply Chain Management
  8. Integrated Marketing Communication
  9. Marketing Implementation and Control
  10. Developing and Maintaining Customer Relationships

Unit Learning outcomes

  1. discuss the nature and scope of marketing strategy 5 A 2 K
  2. understand how marketing strategy can be used to help managers understand and solve marketing problems
  3. understand the steps involved in developing effective marketing strategies
  4. undertake secondary data research
  5. undertake a situation analysis
  6. conduct a comprehensive SWOT analysis
  7. devise a complete strategic marketing plan
  8. analyse and interpret data through a range of statistical techniques
  9. apply analytical skills through the interpretation of data and information to solve marketing strategy issues
  10. draw on scholarly research, as well as current business practice, to examine, analyse and evaluate marketing strategy issues through report writing.