MKT389 Strategic Marketing and Planning (8)

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 Location

Session 1
Internal	Jilin Uni- Finance & Economics
Internal	Tianjin University of Commerce
Term 3
Internal	Yangzhou University
Internal	Yunnan Uni-Finance & Economics

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.

Subject information

Duration	Grading System	School:
One session	HD/FL	School of Management and Marketing

Enrolment restrictions

Students completing Stages I, II and III of the Bachelor of Business Studies China Program or students enrolled in a Transnational Education Partner Program only.

Incompatible subject(s)	Related subject(s)
MKT340 MKT381	MKT340 significant overlap in content MKT381 significant overlap in content

Learning Outcomes

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

· be able to analyse the opportunities and challenges of contemporary and futuristic marketing issues.

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

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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.