Graduate School Of Business (Sgsm)Strategic MarketingWestern Sydney University Unit Code: 51011.2
Discipline: MARKETING
Student Contribution Band: 3
Level: 7
Credit Points: 10
About this Unit
This unit builds on previous coursework in marketing by developing analytical skills that address the development of strategic marketing plans for a given product-market entry and for portfolios of product-market entries. It stresses customer, competitor and environmental analysis, and analysis of market segmentation and product positioning. A continual focus is made on the interrelations between marketing performance objectives, strategy selection, and strategic orientations implicit within marketing programs. Topics include organisational strategy, market opportunity analysis, and situation-specific strategy selection. In addition to conceptual discussion, case analysis is an important unit component.