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.
1x 3hr seminar per week
final exam (40%), team project (20%), presentation (10%), class and blackboard participation (20%), reflection (10%)