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MKT3007 Marketing Strategy

Units : 1
Faculty or Section : Faculty of Business, Education, Law and Arts
School or Department : School of Business
Student contribution band : Band 4
Grading basis : Graded
Version produced : 17 May 2022

Requisites

Pre-requisite: MKT1001

Overview

In addition to being conversant with the concepts, principles, theories and processes associated with the marketing discipline, marketing practitioners must also be able to identify and address strategic marketing decision making issues which invariably arise in all organisations. These strategy related issues require skills in marketing problem diagnosis and in identification and evaluation of potential strategic solutions. It is now widely accepted that a strategic perspective is the essential building block for successful marketing practice and this course provides students with the marketing knowledge and skills necessary for successful marketing strategy decision making.

This course builds upon and consolidates previously acquired knowledge of marketing concepts, principles, theories and processes. The course introduces the theory and practice underpinning strategic marketing planning and develops a sound understanding of strategic analysis and marketing strategy alternatives. Students will get the opportunity to conduct a marketing audit for a selected product or organisation and then build upon this by developing a marketing plan to address specific organisational marketing strategy issues/problems.

Course offers

Semester Mode Campus
Semester 2, 2022 On-campus Springfield
Semester 2, 2022 Online
Date printed 17 May 2022