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Unit of study_

MKTG3118: Marketing Strategy and Planning

This unit focuses on strategic and managerial aspects of marketing. It covers the development of innovative business models; segmentation, targeting and positioning; and key aspects of managing, organising and measuring marketing activities. The central theme is how marketing strategy and its management can create superior and sustainable value for both customers and shareholders. Assessment reflects this strategic decision-making approach, requiring students to take on the roles of marketing advisors and managers.

Code MKTG3118
Academic unit Marketing
Credit points 6

At the completion of this unit, you should be able to:

  • LO1. explain the key strategic marketing principles that contribute to marketing strategy as a multidisciplinary area of study, and the relationships between them
  • LO2. demonstrate sound analytical and problem solving skills required to make informed strategic planning decisions and recommendations for real marketing issues in both an individual and group learning context
  • LO3. apply strategic marketing theory principles to a range of relevant marketing scenarios
  • LO4. engage in robust debates, both verbally in class and through written responses, which question conventional assumptions on key marketing issues.