MKT389 Strategic Marketing and Planning (8)
CSU Discipline Area: Marketing (MARKT)
Duration: One session
Abstract:
This subject focuses on strategic approaches to marketing management and deals with the process of developing and implementing a marketing strategy and how these processes can be managed to gain and sustain superior performance in the market place.
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 | Jilin Uni- Finance & Economic |
| Internal | Tianjin University of Commerce | Term 3 |
| Internal | Yangzhou University |
| Internal | Yunnan Uni-Finance & Economic |
Continuing students should consult the SAL for current offering details: MKT389
Where differences exist between the Handbook and the SAL, the SAL should be taken as containing the correct subject offering details.
Enrolment restrictions:
Students completing Stages I, II and
Objectives:
Upon successful completion of this subject, students should:
· be able to explain the concept and nature of a strategy
· be able to discuss the development of an integrated marketing plan
· be able to explain the relationship between the strategic marketing planning process and business strategy
· be able to explain of concepts Market Segmentation and Positioning
· be able to explain the role of ‘sustainable competitive advantage’ in strategic assessment
· be able to discuss the role of strategic alliances and their impact on marketing strategy in today's business environment
· be able to apply marketing strategies to achieve organisational objectives with appropriate controls in place to measure effectiveness
Syllabus:
The subject will cover the following topics:
1. Marketing Strategy and Planning
2. The changing market environment
3. Organisation Resources and research
4. Market Segmentation and Positioning
5. Sustainable Competitive Advantage
6. Competing in the Market Place with superior service and customer relationships
7. Strategic customer management, alliances and networks
8. Implementing the Marketing Strategy
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.