2014 Unit of Study

The session(s) below are for 2014. For Summer School 2014 unit of study availability please visit the Summer School website (main Summer session January/February 2014).

The University of Sydney session calendar shows exact dates for sessions.

Marketing Strategy
UoS Code MKTG6003
Credit points 6
Offered Intensive March and Semester 2
Prerequisites MKTG5001
Assumed Knowledge
Additional Information
Lectures 1x 3hr seminar per week
Assessment in-class participation & blackboard discussion (15%), case study analysis (20%), foundation business simulation (20%), computer simulation presentation (10%), and final exam (35%)
Description A survey of marketing strategy and planning. Topics include: environmental and situational analyses; SWOT analysis; alternative identification and evaluation; marketing research to inform strategic decision making; selection of alternatives and implementation of strategy; the role of the marketing mix elements in marketing strategy; sustainable and non-sustainable advantages; competitive intelligence; the strategic role of quality; monitoring customer satisfaction; problem and opportunity identification.