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Marketing Strategy - MKTG303

The overall objectives of this unit are to introduce methods of strategic thinking and a set of practical tools and concepts that will enable students to develop, evaluate and implement innovative marketing strategies; and to provide theories, frameworks and examples relating to the management of critical aspects of strategic marketing activity. The focus is on a customer-oriented approach to the marketing organisation, market definition, and market segmentation; as well as an entrepreneurial approach to strategic choice. 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. During this unit 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 will be delivered in intensive mode over 7 weeks.

Credit Points: 3
When Offered:

S1 Day - Session 1, North Ryde, Day

S2 Day - Session 2, North Ryde, Day

Staff Contact(s): Professor Scott Koslow
Prerequisites:

(MKTG202 and MKTG203 and 6cp in MKTG units at 300 level) or (admission to BMktgMedia and MKTG202 and MKTG203 and 3cp in MKTG units at 300 level) Prerequisite Information

Corequisites:

NCCW(s):
Unit Designation(s):

Commerce

Unit Type:
Assessed As: Graded
Offered By:

Department of Marketing and Management

Faculty of Business and Economics

Course structures, including unit offerings, are subject to change.
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