MKT540 Marketing Strategy (8)
CSU Discipline Area: Marketing (MARKT)
Duration: One session
Abstract:
Marketing strategy is examined from a range of theoretical perspectives. Strategic arena analysis and the value chain provide complementary frameworks for investigation of markets and strategic options. Analytical skills are developed through the application of these frameworks to an industry environment.
Assumed knowledge for this subject is equivalent to that covered in:
- MKT501 or MBA503
- FIN510 or ACC501
+ Subject Availability Modes and Locations
| Term 3 | |
|---|---|
| Internal | Economic and Finance Institute | Session 3 |
| Distance * | Bathurst |
*This subject offering contains a residential school. Please view following information for further details.
Continuing students should consult the SAL for current offering details: MKT540
Where differences exist between the Handbook and the SAL, the SAL should be taken as containing the correct subject offering details.
Enrolment restrictions:
Postgraduate students only
Objectives:
Upon successful completion of this subject, students should:
- demonstrate an understanding of the various theoretical approaches that have contributed to competitive strategy formation over time
- demonstrate an understanding of the role of business partnerships and customer relationship management in the creation of superior customer value
- demonstrate an understanding of the critical capabilities, skills, and knowledge necessary for effective strategy development
systematically identify, evaluate, and control for strategy implementation
Syllabus:
The subject will cover the following topics:
The nature of marketing strategy. Marketing's corporate environment. Relationship between marketing strategy and organisation structure. Marketing capabilities of relationship management, innovation and market orientation Strategic arena analysis (analysis of linked value chains to clarify potential relationships for competitive advantage and forces shaping the product/market). Financial assessment of key performance indicators. Situation summary (assessment of strengths, weaknesses, opportunities and threats, and issues facing an organisation). Developing and evaluating strategic options. Translating a strategic option into a comprehensive plan. Implementation issues. Evaluation and control of the marketing effort including the marketing audit. Social responsibilities of organisations.
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.