BUSN9228 Strategic Marketing

Dr Anh Nguyen

2012

4.5

1 x 3.5-hour seminar weekly

BUSN9203 has been successfully completed

Master of Business Administration; Master of Business Administration (Advanced); Master of Accounting; Master of Accounting (Advanced); Graduate Diploma in Business Administration; Graduate Diploma in Research (Business); Graduate Certificate in Business Administration

This topic introduces students to the concepts and tools used in strategic marketing. It provides an appreciation of where marketing strategies fit within the overall corporate and business strategies of an organisation, and the importance of these. The topic explains how the focus of marketing plans will vary according to the stage of the product's life cycle. Other key subject areas will include the marketing mix, target marketing, consumer segmentation, and strategic market planning.

This topic aims to provide students with:

the fundamentals of strategic marketing
strategic aspects of marketing and where the marketing strategy fits within the overall business strategy of an organisation
an appreciation of the effects of the product life cycle on marketing plans, and the marketing mix, which includes product, price, promotion and distribution
the marketing knowledge and skills necessary to develop appropriate marketing strategies and marketing plans for businesses

On successful completion of this topic students will be able to:

appreciate the role of marketing strategies and plans within an organisation's overall corporate and business strategies
appreciate the manner in which the product life cycle impacts on the focus of marketing strategies and plans
understand and apply the concepts of the marketing mix, target marketing and market segmentation
investigate and analyse information for marketing decisions
conduct a SWOT analysis for an organisation
formulate marketing strategies for a particular case study
prepare a strategic marketing plan
understand the role of marketing ethics in business
express themselves well in a group environment
successfully complete projects in a collaborative environment
provide stand-up presentations in front of a group using PowerPoint

Key dates and timetable

Timetable details for 2012 are no longer published.

This information is from current details held on the Student Information System. Please report any errors or omissions to the relevant College Office.