1996 Undergraduate Handbook Subject Description - MKT340
MKT340 STRATEGIC MARKETING MANAGEMENT (8)
Prerequisite :
MKT350 & ACC230 or FIN210
Enrolment restriction :
Nil
Corequisite :
Nil
Focuses on strategic approaches to marketing management. The business
mission, objectives and strategies provide a basis 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 the framework for the marketing
strategy decision process. The Marketing Plan is reviewed and
aspects of implementation and control are examined.
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Last Revised: 04 August 2009.
