MKT340 Strategic Marketing Management (8)
CSU Discipline Area: Marketing (MARKT)
Duration: One session
Abstract:
This capstone subject focuses on strategic approaches to marketing management. The business mission, strategies and objectives provide a framework for the development of the strategic marketing planning process. An in depth situation analysis combined with concepts such as the value chain and sustainable competitive advantage provide input into the marketing strategy decision process. A review of the marketing plan, together with its implementation and control is undertaken.
+ Subject Availability Modes and Locations
| Session 1 | |
|---|---|
| Internal | HELP University College | Session 2 |
| Internal | Albury-Wodonga |
| Internal | Bathurst |
| Internal | CSU Study Centre Melbourne |
| Internal | CSU Study Centre Sydney |
| Distance | Bathurst |
Continuing students should consult the SAL for current offering details: MKT340
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:
Equivalent pre-requisite subjects for former students of the University of Sydney, Orange campus is RMBU1645 (ACC110 ) and RMBU1640 (MKT110 ). Not available to students who have completed RMBU2636.
Objectives:
Upon successful completion of this subject, students should:
understand the content and nature of a strategy;
understand the relationship between the strategic marketing planning process and business strategy;
apply marketing strategies to achieve organisational objectives;
understand the role of concepts such as the value chain, portfolio analysis and sustainable competitive advantage in strategic assessment;
understand the concept of strategic alliance and other forms of relationship marketing and their impact on marketing strategy in today's business environment;
apply principles of decision making to problems in marketing management and strategy;
develop an integrated marketing plan with appropriate controls in place to measure effectiveness;
appreciate, understand and be perceptive of contemporary and futuristic marketing issues.
Syllabus:
The subject will cover the following topics:
Overview of the Strategic Marketing Planning Process. Components of a strategy. Mission Statements, Objectives and Goals. Strategic Business Units, the Value Chain and Generic Business Strategy Options. External situation analysis. Internal situation analysis. Market Segmentation, Targeting and Positioning. Generic marketing Strategies to obtain a Sustainable Competitive Advantage. Marketing Strategies as a reflection of Market Position; Contemporary and Futuristic Marketing Issues.
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.