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.

Upon successful completion of the requirements for this course, students will be able to:

1. describe and explain a method of strategic thinking and a set of practical tools for marketing;
2. critically evaluate a firm's marketing activity, based on diagnosis, measurement and analysis;
3. frame and implement innovative marketing strategies; and,
4. communicate effectively in oral and written forms about marketing strategy using appropriate concepts, logic and rhetorical conventions.

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

3 hour seminar plus private study time.

At least an average of 65% (or equivalent) in the final two years of an Australian undergraduate degree

Basic knowledge of marketing (coursework equivalent of MKTG7001 Marketing or relevant work experience)

For further information please refer to Course Website