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|Offered at:||(B, X)|
|Corequisite:||MPK732 or MPR732|
|Contact hours:||1 x 3 hour seminar per week|
|Note: Online teaching methods require internet access. Please refer to the most current computer specifications.|
The unit provides a thorough examination of the two major aspects of strategic marketing. The first is the analytical framework for strategic market planning: the nature of strategic market planning; analysing market opportunity and competitive capability. The second major aspect examines managerial aspects of planning: defining the business; industries and their evolution; global marketing policy and planning systems; and organisation, implementation and control. The overall objective of the unit is to demonstrate the role of strategic marketing in creating sustainable competitive advantage.
Case study 2500 words 30%, examination 2 hours 70%
Hurdle requirement: submit all assessment tasks.
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