Strategic Marketing

This unit explores the relationship between marketing strategy formulation and the strategic direction of the organisation. It is designed to develop skills in analysing, planning, implementing and controlling marketing policies in the business enterprise. The central focus is the study of market strategy formulation with particular emphasis on the use of simulation models and behavioural approaches to inform key strategic marketing decisions regarding products, markets and competition. Examination of the literature relevant to advanced marketing topics and the study of actual marketing problems in selected organisations provide an important part of the learning environment. The unit also utilises a sophisticated marketing simulation game to explore and demonstrate the dynamic interrelationships in key marketing decision areas.

Prerequisite: MGSM820 Marketing Management