The focus is the development of market-driven strategies that are sensitive to the needs and desires of customers. To achieve this, consideration is given to proactive and reactive strategies, the role of information systems and empirical research, the need for entrepreneurial thrust and vision over the longer-term, and the importance of global and inter-disciplinary perspectives. As all organisations have limited resources, the starting point for the strategy formulation is careful analysis of competing market opportunities, the evaluation of these opportunities and assessment of the alternative means available for realising these opportunities. The aim is to help organisations realise their strategic choices in the context of external and internal pressures and threats. The course is based on lectures, readings, case studies and the development of procedures for forming, implementing, evolving and monitoring strategic plans. This advanced course assumes students have a thorough understanding of marketing fundamentals, as well as economic and management principles.