MKT4012S Corporate Marketing Strategy

Academic Year 2023/2024

This course will introduce the theory and key elements of marketing practice. It is taught from an applied viewpoint, in the context of the contemporary business environment in Australasia and globally. It is intended to provide a general framework for approaching marketing issues. This course goes beyond the 4P's (the marketing mix - price, product, promotion and place) to introduce recent insights drawn from services marketing, relationship marketing, the influence of network thinking and the resource based view. The course takes a process-based view of marketing and consider it an organisational rather than functional task, i.e. a philosophy practiced by the whole firm rather than a set of activities confined to a marketing department. Effective decision making and problem solving processes are introduced by considering current business topics and case studies.