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. This is a capstone marketing subject and should be attempted towards the end of a Masters degree.

Subject Outlines
Current CSU students can view Subject Outlines for recent sessions. Please note that Subject Outlines and assessment tasks are updated each session.


Session 1 (30)
On Campus
CSU Study Centre Sydney
Session 3 (90)
Bathurst 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

Grading System



One session


School of Management and Marketing

Enrolment Restrictions

Postgraduate students only

Assumed Knowledge

Assumed knowledge for this subject is equivalent to that covered in MKT501 or MBA503 or MKT531 or MKT571.

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.


This 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.


Current Students

For any enquiries about subject selection or course structure please contact Student Central or or phone on 1800 275 278.

Prospective Students

For further information about Charles Sturt University, or this course offering, please contact info.csu on 1800 275 278 (free call within Australia) or enquire online.

The information contained in the 2018 CSU Handbook was accurate at the date of publication: August 2018. The University reserves the right to vary the information at any time without notice.