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Unit of Study

Marketing Strategy and Planning
UoS Code MKTG3118
Credit points 6
Offered Semester 2
Prerequisites (MKTG1001 or MKTG2001) and (MKTG2112 or MKTG2002) and (MKTG2113 or MKTG1002 or MKTG2003)
Corequisites
Prohibitions MKTG3201
Assumed Knowledge
Additional Information
Lectures 1x 2hr lecture and 1x 1hr tutorial per week
Assessment tutorial participation (10%), assignment (15%), presentation (10%), project (25%), final exam (40%)
Description This unit 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.