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.
Our courses that offer this unit of study
Further unit of study information
1x 3hr seminar per week
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?
Unit of study rules
Prerequisites and assumed knowledge
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