| Offered By: |
School of Mgt, Marketing & International Business |
| Academic Career: |
Graduate Coursework |
| Course Subject: |
Marketing |
| Offered in: |
Second Semester, 2010 |
| Unit Value: |
6 units |
| Course Description: |
Marketing Strategy has been specifically designed for postgraduate students to develop their ability to think strategically and to plan and implement effective marketing strategies. Emphasis is placed upon market definition and analysis, segmentation, competitor analysis, targeting, and the strategic decisions involved in organizational structure and design. The fundamental premise underlying market–oriented strategy is that the customers that constitute the market are the starting point in strategy formulation. A significant component of this course involves determining how companies become market oriented and how this drives their strategies based on a shared understanding of markets and competition. |
| Learning Outcomes: |
The overall objectives of the course are to: To introduce you to a method of strategic thinking and a set of practical tools; Develop your ability to critically evaluate a firm's marketing activity by increasing your knowledge and skills in diagnosing, measuring and analysing marketing problems and strategies; Develop your ability to frame and implement innovative marketing strategies |
| Indicative Assessment: |
Marketing strategy online simulation - students compete in teams to manage the marketing tactics of a firm over an 8 year period & group learning portfolio (40%); individual learning portfolio (30%); final exam (30%). It is a requirement of the course that students pass the final exam |
| Workload: |
3 hour seminar plus private study time. |
| Course Classification(s): |
|
| Areas of Interest: |
Marketing |
| Eligibility: |
At least an average of 65% (or equivalent) in the final two years of an Australian undergraduate degree |
Assumed Knowledge and
Required Skills: |
Basic knowledge of marketing (coursework equivalent of MKTG7001 Marketing or relevant work experience) |
| Prescribed Texts: |
See Course Website: http://ecocomm.anu.edu.au/courses/course.asp?code=MKTG7027 |
| Preliminary Reading: |
See Course Website: http://ecocomm.anu.edu.au/courses/course.asp?code=MKTG7027 |
| Indicative Reading List: |
See Course Website: http://ecocomm.anu.edu.au/courses/course.asp?code=MKTG7027 |
| Programs: |
Graduate Certificate in Marketing, Master of Business, Master of Commerce, and Master of Marketing |
| Other Information: |
For further information please refer to http://ecocomm.anu.edu.au/courses/course.asp?code=MKTG7027 |
| Academic Contact: |
See: http://ecocomm.anu.edu.au/courses/course.asp?code=MKTG7027 |
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