Strategic Marketing Management
Allows students to understand and work with a set of useful and important concepts and analytical tools in strategic marketing management. In particular, concepts such as portfolio strategy, segmentation and positioning are examined and applied through case studies.
|Faculty||Faculty of Business and Law|
|School||Newcastle Business School|
Not currently offered
On successful completion of this course, students will be able to:
Introduction to strategy, to the management of marketing driven strategy and to the strategic environment. Business and marketing strategies. Competitive Advantage: resources and capabilities. Knowledge management. The marketing planning process. Product-market and competitor analysis. Segmentation, targeting and positioning analysis. Marketing strategy in the marketspace. Value based relationship management. R & D and Innovation: New Product Planning. Strategic brand management. Costing issues and pricing strategy. Marketing communications strategy. Designing market-driven organisations. Implementation and organisational strategic focus.
|Assumed Knowledge||This is a capstone course in marketing and it is presumed that students will have a thorough knowledge in the following courses: GSBS6010 Foundation of Marketing Theory; GSBS6021 Consumer Behaviour; GSBS6031 Market Research. Minimum of 40 credit points in Master of Marketing.|
|Modes of Delivery||Internal Mode
Problem Based Learning
|Compulsory Components||None listed|
|Course Materials||None listed|
|Timetable||2014 Course Timetables for GSBS6370|