Unit Overview

This unit explores important strategic marketing theories, concepts, and practices that are integral to business success. Marketing strategy is central to corporate and small business planning and therefore strategic marketing decisions contribute significant value to the determination of business scope, partnerships, product innovation, and resource allocation. This includes defining appropriate customer focus, product positioning, distribution, pricing strategies, and marketing communication. This unit is designed to enable students to make strategic marketing management decisions that add value for businesses in both the corporate and small business sectors.

Pre-requisites

MAR101 Marketing Principles

MAR301 Consumer Behavior

MAR202 Marketing Research

RES301 Surveys & Multivariate Analysis