MGI526 Marketing Analysis and Decision (8)
CSU Discipline Area: Unallocated to a CSU Discipline code (OTHER)
Duration: One session
Abstract:
This subject equips you with the skills to undertake a strategic audit of an organisation, and assess its capability to deliver business and marketing strategy in a challenging, dynamic and diverse global marketplace. It also provides you with the knowledge to recommend a strategic option based on a full critical evaluation of the various options available
+ Subject Availability Modes and Locations
No offerings have been identified for this subject in 2013.Continuing students should consult the SAL for current offering details prior to contacting their course coordinator: MGI526
Where differences exist between the handbook and the SAL, the SAL should be taken as containing the correct subject offering details.
Assumed Knowledge:
Enrolment restrictions:
Available only to students enrolled in the Graduate Certificate in Management (Chartered Marketer) and Master of Management (Chartered Marketer)
Objectives:
Upon successful completion of this subject, students should:
· be able to undertake a strategic marketing audit, assessing an organisation’s competencies, competitive advantage, market performance, customers, competitors, product and service portfolios, positioning, value proposition and market impact.
· be able to assess the impact of external factors on an organisation and its strategic intent and direction.
· be able to use the strategic marketing audit to critically evaluate a range of strategic marketing options available to an organisation – including innovation, mergers, acquisitions, partnering, alliances, environmental sustainability and CSR – in order to deliver best value growth and expansion opportunities for the organisation.
· be able to use a range of financial and other measurement tools to assess the financial and non-financial benefits of recommended strategic marketing decisions
· be able to use a range of risk-assessment tools to critically assess the risk of strategic market decisions and their impact upon an organisation, including financial, corporate and reputational risk
Syllabus:
The subject will cover the following topics:
· The strategic audit: external
· The strategic marketing audit: internal
· Developing an organisation’s strategic intent and direction
· Strategic options and assessing strategic marketing decisions
· Making and justifying strategic marketing decisions
· Financial assessment of marketing opportunities
· Corporate and reputational risk of marketing decisions
· Impact analysis of strategic marketing decisions
The information contained in the 2013 CSU Handbook was accurate at the date of publication: 24 April 2013. The University reserves the right to vary the information at any time without notice.