Abstract
Marketing strategy is examined from a range of theoretical perspectives. Strategic arena analysis and the value chain provide complementary frameworks for investigation of markets and strategic options. Analytical skills are developed through the application of these frameworks to an industry environment. This is a capstone marketing subject and should be … For more content click the Read More button below.
Syllabus
The nature of marketing strategy.Marketing's corporate environment.Relationship between marketing strategy and organisation structure.Marketing capabilities of relationship management, innovation and market orientationStrategic arena analysis (analysis of linked value chains to clarify potential relationships for competitive advantage and forces shaping the product/market).Financial assessment of key performance indicators.Situation summary (assessment of strengths, weaknesses, … For more content click the Read More button below.
Learning outcomes
Upon successful completion of this subject, students should:
1.
be able to identify and evaluate various theoretical approaches that have contributed to competitive strategy formation;
2.
be able to critique the role of business partnerships and customer relationship management in the creation of superior customer value;
3.
be able to analyse critical capabilities, skills and knowledge necessary for effective strategy development; and
4.
be able to systematically identify, evaluate and control for strategy implementation.
Assumed knowledge
Assumed knowledge for this subject is equivalent to that covered in MKT501 or MBA503 or MKT531 or MKT571.
Enrolment restrictions
Postgraduate students only