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.


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.

Indicative Assessment

The following table summarises the assessment tasks for the online offering of MKT540 in Session 3 2020. Please note this is a guide only. Assessment tasks are regularly updated and can also differ to suit the mode of study (online or on campus).

Item Number
Value %
A1-marketing situation report
A2-strategy development report
A3- final marketing strategy proposal
A4 - on-line contribution

The information contained in the CSU Handbook was accurate at the date of publication: May 2021. The University reserves the right to vary the information at any time without notice.