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No offerings have been identified for this subject in 2015

MGI526 Marketing Analysis and Decision (8)

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 Location

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.

Subject information

Duration Grading System School:
One sessionHD/FLSchool of Management and Marketing

Assumed Knowledge

ITI500 and MGI525

Enrolment restrictions

Available only to students enrolled in the Graduate Certificate in Management (Chartered Marketer) and Master of Management (Chartered Marketer)

Learning Outcomes

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

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The information contained in the 2015 CSU Handbook was accurate at the date of publication: 01 October 2015. The University reserves the right to vary the information at any time without notice.