MKT3005S Strategic Marketing

Academic Year 2023/2024

This course looks at the how the organisation can better organise itself to meet the current and future needs of customers more effectively than the competition. Specific focus is given to analysis of organisations skills, systematic approaches, and the articulation and implementation of objectives in the areas of segmentation, targeting, positioning, new product development, brand management, communications, pricing and distribution. In essence, the course aims to uncover the complexity and contextual challenges facing todays organisations from a strategic marketing perspective. The module provides for the blending of its theory and practice contents with the collective workplace experiences of the participants. To this end participants will be expected to contribute critical reflection on their workplace experiences along with collaborative interpretation of such experiences in both classroom and study group settings. Advance preparation for classes and workshops will be an important feature, with readings and questions for reflection assigned at the commencement of the trimester.