This capstone subject focuses on strategic approaches to marketing management. The business mission, strategies and objectives provide an overarching 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.
School of Management and Marketing
MKT110 and MKT220
The information contained in the CSU Handbook was accurate at the date of publication: July 2019. The University reserves the right to vary the information at any time without notice.