This unit is about developing and managing innovative competitive marketing strategies. It not only combines concepts, frameworks and tools from across the marketing discipline, it also transcends the traditional boundaries of the discipline itself (as the modern marketer often must), drawing on materials from strategic management, entrepreneurship and finance. The central focus is on strategy development and how its management can create superior and sustainable value for both customers and shareholders, by introducing a long term perspective.
Intensive - 6 days, 9am - 4:30pm
final exam (40%), project (30%), exercises (30%)
This unit is only available to students enrolled in the Master of Marketing, Graduate Diploma and Graduate Certificate of Marketing.