MKT340 Strategic Marketing Management (8)

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.

Availability

Session 2 (60)
On Campus
Albury-Wodonga Campus
Bathurst Campus
CSU Study Centre Melbourne
Port Macquarie Campus
Online
Bathurst Campus

Continuing students should consult the SAL for current offering details: MKT340. 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

HD/FL

Duration

One session

School

School of Management and Marketing

Assumed Knowledge

MKT110 and MKT220

Learning Outcomes

Upon successful completion of this subject, students should:
  • be able to identify and explain the relationship between strategic marketing planning and organisational strategy to deliver on stated objectives;
  • be able to critically review contemporary decision making methods and models, and to demonstrate how relationships, alliances and organisation capability enhance strategic marketing opportunity;
  • be able to devise marketing strategies to achieve organisational objectives using a range of strategic assessment tools and informational resources and through appreciation of dynamic external environments;
  • be able to contextualise strategic marketing across a range of organisational types to develop competitive advantage; and
  • be able to develop an integrated strategic marketing plan with appropriate and measurable strategic marketing goals.

Syllabus

This subject will cover the following topics:
  • Strategic marketing planning in the contemporary environment
  • Components of a strategic marketing plan
  • Visions missions, values and credos, organisational goals and objectives
  • Organisation for marketing strategy
  • Internal situational analysis - resources, capabilities and competencies
  • External analysis - markets, customers, competitors and environment (PESTLE)
  • SWOT and competitive advantage
  • Tactical marketing - target markets, positioning, brands and the marketing mix
  • Marketing the marketing plan - internally and externally

The information contained in the CSU Handbook was accurate at the date of publication: January 2020. The University reserves the right to vary the information at any time without notice.

Back