MKT389 Strategic Marketing and Planning (8)


This subject focuses on strategic approaches to marketing management and deals with the process of developing and implementing a marketing strategy. Further it examines how these processes can be managed to gain and sustain superior performance in the competitive market place. A closer examination of 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 market segmentation and sustainable competitive advantage provide input into the marketing strategy decision process.

+ Subject Availability Modes and Location

Session 1
InternalJilin Uni- Finance & Economics
InternalTianjin University of Commerce
Term 3
InternalYangzhou University
InternalYunnan 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 sessionHD/FLSchool 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. Not available to students who have studied MKT381 or MKT340.
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 assess the role, concept and nature of marketing strategy;
  • be able to apply appropriate analytical tools to analyse and better understand both the customers and competitors of a business;
  • be able to analyse concepts and theories of market segmentation and positioning to a market;
  • be able to evaluate the various competitive positioning strategies, and explain ways a business can create sustainable competitive advantage; and
  • be able to analyse and explain the challenges of strategy implementation, and explain approaches to improving strategy implementation in a business.


The subject will cover the following topics:
  • Marketing strategy and planning
  • Competitive market analysis; customer analysis, competitor analysis
  • Understanding the organisational resource base
  • Market segmentation and positioning
  • Creating sustainable competitive advantage
  • Competitive positioning strategies
  • Strategy implementation
  • Strategy implementation and internal marketing


The information contained in the 2016 CSU Handbook was accurate at the date of publication: 06 September 2016. The University reserves the right to vary the information at any time without notice.