MKT540 Marketing Strategy (8)


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.

+ Subject Availability Modes and Location

Session 1
InternalCSU Study Centre Sydney
Session 3
DistanceBathurst Campus
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.

Subject information

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

Assumed Knowledge

Assumed knowledge for this subject is equivalent to that covered in MKT501 or MBA503.

Enrolment restrictions

Postgraduate students only

Learning Outcomes

Upon successful completion of this subject, students should:
  • be able to identify and evaluate various theoretical approaches that have contributed to competitive strategy formation;
  • be able to critique the role of business partnerships and customer relationship management in the creation of superior customer value;
  • be able to analyse critical capabilities, skills and knowledge necessary for effective strategy development; and
  • be able to systematically identify, evaluate and control for strategy implementation.


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 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.