Applied Marketing Strategy - MKTG806
In today’s changing marketplace, with firms facing intense competition and changing customer demand, firms need to scan the market for business opportunities. Orchestrating the right combination of strategies for expansion, extension, and diversification, as well as choosing the right business environment to compete in, are important to achieve organisational goals.
This unit develops practical competencies to create and sustain superior performance in the market through marketing strategy. It focuses on two crucial issues in marketing strategy: identifying target markets and creating differential advantages. The unit equips students with practical skills to develop marketing within firms as a strategic force rather than just as an operational department. This unit takes students through the marketing strategy process, including market analysis, strategy formulation, developing competitive positioning, and strategy execution. This unit builds on marketing knowledge gained in market research, consumer behaviour, marketing communications, and marketing management to develop marketing strategies.
| Credit Points: | 4 |
| When Offered: | S1 Evening - Session 1, North Ryde, Evening S2 Day - Session 2, North Ryde, Day |
| Staff Contact(s): | Associate Professor Ralf Wilden |
| Prerequisites: | |
| Corequisites: | |
| NCCW(s): | |
| Unit Designation(s): | |
| Assessed As: | Graded |
| Offered By: | Department of Marketing and Management Faculty of Business and Economics |
Course structures, including unit offerings, are subject to change.
Need help? Ask us.