This unit focuses on strategic and managerial aspects of marketing. It covers the development of innovative, business models; segmentation, positioning and lifecycle strategies; 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 this strategic decision-making approach, requiring students to take on the roles of marketing advisors and managers.
1x 2hr lecture and 1x 1hr tutorial per week
tutorial participation (10%), assignment (15%), presentation (10%), project (25%), final exam (40%)