This course provides a synthesis of strategic marketing theory and application. The subject matter includes marketing theory and the development of analytical marketing frameworks. As a capstone course in Year 4, students will draw on prior and concurrent learning experiences in other subject areas, particularly Strategic Management, economics and finance.
The study of marketing in its managerial context is concerned with the analytical tools, theories and empirical findings that can help the manager be more efficient in the achievement of goals and objectives. The applied nature of this particular subject balances theory and application, and requires course participants to bring their own insights to the subject through an active case study learning process.
- Overview and strategy blueprint
- Analysis and perspectives
- Environmental and internal analysis
- Competitive Market Analysis
- Segmentation, Targeting and Positioning
- The New Marketing Mix
- Customer Relationship Management
- Product Development and Innovation
- Customer Service and Customer Relationships
- Strategy Implementation and Internal Marketing
- Corporate Social Responsibility and Ethics.
Class lectures and discussion. Class presentation of marketing case studies. Revision quizzes.
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Formal Examination | 60 |
| Other Assessment(s) | 40 |