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Unit of Study

Marketing Strategy
UoS Code MKTG6003
Credit points 6
Offered Intensive February and Semester 2
Prerequisites MKTG5001
Assumed Knowledge
Additional Information
Lectures 1x 3hr seminar per week
Assessment final exam (40%), team project (20%), presentation (10%), class and blackboard particiapation (20%), reflection (10%)
Description This unit is a survey of marketing strategy and planning. It critically evaluates key marketing strategy concepts such as SWOT analysis; alternative identification and evaluation; marketing research to inform strategic decision making; selection of alternatives and implementation of strategy and the role of the marketing mix elements in marketing strategy. It also critically evaluates sustainable and non-sustainable advantages.