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No offerings have been identified for this subject in 2015

MGI527 Marketing Leadership and Planning (8)

Abstract

This subject focuses on developing and implementing strategic marketing plans that deliver an organisation’s value proposition.

You will learn how to develop an effective high-level marketing plan that reflects corporate and business strategy in the short, medium and long-term. You will analyse corporate strategy and determine a range of high-level marketing and relationship strategies, and show how they will deliver an organisation’s aims for growth and expansion, its stance on corporate social responsibility, and its ethics and key strategic decisions.

In order to deliver effective and innovative marketing plans, you will investigate the need to develop sophisticated change-management programs. These programs will be designed to help an organisation be more flexible and more responsive in meeting the changing requirements of the market place, balanced against the requirements of the corporate strategy. This will require you to consider the reasons for change and the types of change-management plans that should be implemented.

+ Subject Availability Modes and Location

Continuing students should consult the SAL for current offering details prior to contacting their course coordinator: MGI527
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 and MGI526

Enrolment restrictions

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

Learning Outcomes

Upon successful completion of this subject, students should:

·         be able to evaluate the links from corporate strategy to marketing strategy and ways of delivering an organisation’s corporate mission and vision effectively.

·         be able to develop marketing strategies to establish an organisation’s competitive (and sustainable) marketing and relationship strategies, which achieve the organisation’s strategic intent and deliver its value proposition.

·         be alble to develop strategic, but operational, marketing plans at an organisational level using synergistic planning processes, taking account of different planning frameworks and ensuring plans are within the capabilities of the organisation.

·         be able to determine the most appropriate organisational structures for market-orientated organisations and changing organisations, while evaluating the resource implications and requirements.

·         be able to develop sustainable competitive advantage through suitable approaches to leadership and innovation.

·         be able to assess the link between change programs, marketing activities and shareholder value, and show how these can contribute to an organisation’s ongoing success. Also, evaluate the concepts of power, trust and commitment in the context of negotiating change with key stakeholders.

Syllabus

The subject will cover the following topics:

·           Developing and delivering an organisation’s vision and mission

·           Developing marketing strategies and value proposition

·           Strategic marketing plans

·           Assessing and utilising organisational resources and assets

·           Monitoring and measuring marketing

·           Leading and inspiring and organisation

·           Developing a market-orientated culture

·           Developing and delivering organisational strategies for change

   

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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.