325-302 Strategic Marketing

Subject information

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325-302 Strategic Marketing
Credit Points	12.5
HECS Band	2
Coordinator	Dr B Menguc
Prerequisites	325-211 Principles of Marketing.
Semester	2 (view timetable)
Contact	Two 1-hour lectures and a 1-hour tutorial per week
Subject Description	This is a capstone-marketing subject building 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, product diffusion analysis, dynamics of product life cycle, new product development process, 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 planning process.
Assessment	A 2-hour end-of-semester examination (60%), and a case study(s) totalling not more than 4000 words (40%).

Search : Index : Faculty of Economics and Commerce : Management
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