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Marketing Strategy and Planning
UoS Code MKTG3118
Credit points 6
Offered Semester 2
Prerequisites MKTG1001 (or MKTG2001), MKTG1002 (or MKTG2003), and MKTG2112 (or MKTG2002)
Corequisites
Prohibitions MKTG3201
Assumed Knowledge
Additional Information
Lectures 1 lecture and 1 tutorial per week
Assessment Case study; Web-based strategy simulation; and Final examination.
Description This course will focus on strategic and managerial aspects of marketing. It will cover the development of innovative, business models; segmentation, positioning and lifecycle strategies; and key aspects of managing and organising marketing activities, and measuring performance. The central theme is how marketing strategy and its management can create superior and sustainable value for both customers and shareholders. Assessment will reflect the Unit\\\'s strategic decision-making approach, requiring students to take on the roles of marketing advisors and managers.