Strategic Marketing (MKTG20008)

Undergraduate level 2Points: 12.5On Campus (Parkville)

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Overview

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Semester 2
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Strategic marketing builds on the concepts and skills learned in other marketing subjects. The subject presents an opportunity for students to learn, examine and apply strategic marketing decision processes with the goals of establishing, maintaining, or improving the firm’s competitive advantage. Topics include: strategic analysis (ie.external analysis, competitor analysis, market analysis, product portfolio analysis, environmental analysis and dealing with strategic uncertainty,
internal analysis), alternative business strategies (ie. differentiation strategies, growth strategies, strategies in declining and hostile markets), implementation and the planning process.

Intended learning outcomes

On successful completion of this subject, students should be able to:



  • Explain the importance of marketing strategy for superior business performance and shareholder value;
  • Evaluate strategic marketing principles, theories and models;
  • Analyse strategic marketing problems and be capable of applying relevant models/theories to generate appropriate strategic solutions;
  • Examine critical issues associated with creating, exiting, analysing and selecting market niches;
  • Describe how marketing managers can make informed strategic choices to improve strategic outcomes.

Generic skills

High level of development: oral communication; written communication; collaborative learning; problem solving; team work; application of theory to practice; interpretation and analysis; critical thinking; synthesis of data and other information; evaluation of data and other information; accessing data and other information from a range of sources; receptiveness to alternative ideas. Moderate level of development: statistical reasoning. Some level of development: use of computer software

Last updated: 14 March 2025