Program Overview

Integrates and applies the theories, concepts and principles covered in 630: Marketing Management, to address strategic marketing problems.

Topics include market information analysis, market strategic planning and management and delivery of marketing programs. Simulation exercises place students in decision-making roles to provide dynamic learning experience and demonstrate the effects of marketing mix decisions made over time on organisational outcomes.

Learning Outcomes

Upon completion of the subject, students should be able to:

  • Explain the role of marketing strategy in the organisation’s business strategy
  • Recognise the challenges of developing marketing strategy in non-profit sectors
  • Propose solutions to overcome key constraints in marketing strategy decisions
  • Explain how the key resources required for marketing strategy can be developed, applied and sustained
  • Understand how marketing strategy options change with market trends, evolution and expansion
  • Assess the likely impact of marketing trends on marketing strategy choice.