Marketing Strategy (MKTG6003)

UNIT OF STUDY

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.

Further unit of study information

Classes

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%)

Faculty/department permission required?

No

Unit of study rules

Prerequisites and assumed knowledge

MKTG5001

Study this unit outside a degree

Non-award/non-degree study

If you wish to undertake one or more units of study (subjects) for your own interest but not towards a degree, you may enrol in single units as a non-award student.

Cross-institutional study

If you are from another Australian tertiary institution you may be permitted to underake cross-institutional study in one or more units of study at the University of Sydney.