BUSN9228 Strategic Marketing

Dr Anh Nguyen

2019

4.5

1 x 3.5-hour seminar weekly

BUSN9203 has been successfully completed

Master of Business Administration; Graduate Diploma in Business Administration; 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:

Explain various marketing concepts, their connection with marketing strategies and their application in a marketing plan
Examine and analyse the internal and external environment that influences strategies and decisions
Provide succinct and well researched analysis of tools and models for marketing strategy and planning
Critique concepts and theories in relation to marketing strategies and planning
Communicate well in a group environment and work collaboratively
Develop a concise marketing plan
Use marketing planning concepts and critical thinking to provide the rationale for strategic decisions.

Key dates and timetable

Timetable details for 2019 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.