Marketing Strategy

The systematic approach that underpins this unit allows students to analyse, evaluate and apply advanced marketing frameworks, concepts and methods to make strategic marketing decisions that sustain a broader corporate strategy. The unit design and content ensures that students contextualise theoretical propositions, use evidence-based corroboration and empirical knowledge to develop the most appropriate strategies in a given context. The unit's focus is on the development of a marketing strategy within the scope of a company’s overall objectives.

Learning Outcomes

On successful completion of this unit, students will be able to:

1. Critique the formal planning procedures to assist organisations in developing better marketing strategies;
2. Critically evaluate strategic management philosophies including the assumptions behind segmentation, targeting and positioning;
3. Evaluate a range of alternative strategies in meeting an organisation's objectives;
4. Formulate a marketing strategy based on justifying and interpreting theoretical propositions in evidence-based professional decision-making; and
5. Defend and justify the implications of alternative theoretical frameworks associated with applying alternative strategic marketing plans.