Macquarie University

Marketing Strategy - MKTG303

This unit introduces the methods of strategic thinking and a set of practical tools and concepts that will enable students to develop, evaluate and implement innovative marketing strategies. Throughout the unit the emphasis is on the analysis process: identifying information needs, acquiring the necessary information, interpreting it, and using it as the basis for business recommendations. Students will engage in a marketing strategy simulation game and will have the opportunity of making a series of complex, real-world marketing decisions. It places teams in a dynamic competitive environment in which they devise and pursue their own strategies and react to the moves of competitors. The unit also uses the case analysis method of teaching. Class attendance is required as the simulation and case orientation approach means the unit is activity-based, rather than lecture-based.

The unit is delivered in intensive mode, with two three-hour seminars each week for the first six weeks of the session. MKTG304 also runs two three-hour seminars each week, in the last seven weeks of the session. Both units are designed to complement each other, and should ideally be taken in the same session. If taking both MKTG303 and MKTG304 in the same session, please choose the same stream for both.