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TMKT606 Strategic Marketing

TMKT606 Strategic Marketing
Campus: South Eveleigh, NSW 2015
Units of Credit: 6
Prerequisite or Corequisite: TMKT601 Marketing Management
EFTSL*: 0.125
Indicative Contact Hours per Week: 3
Tuition Fee See Tuition Fee Schedule
Application Date: See Key Dates
Unit Overview:

This unit deals with key international marketing management concepts and practices from theoretical (building on Marketing Management) and practitioner/commercial perspective.

We will in our sessions review and apply a variety of marketing management constructs in an International environment.

These concepts will include:

  • Strategy Frameworks (Blue Ocean; Porter Models – 5 Forces, Generic Strategy, Value Added Model; Positioning School; Ansoff; Mintzberg)
  • Sustainable Competitive Advantage;
  • Market Orientation (Customer Orientation, Competitor Orientation, Entrepreneurial Orientation);
  • Marketing First Principles (All Customers Differ, All Customers Change, All Competitors React and All Resources are Limited); and
  • Strategic Intelligence (Business Intelligence, Market Analysis/Intelligence/Research, Knowledge Management, CRM/CSV, and Integrated Marketing Communications)

These concepts will be used to enhance your skills and knowledge as to how to be best plan and manage marketing strategy within the dynamics of the changing and emerging marketplace.

*EFTSL = Equivalent full-time study load