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Marketing Management - MARK5801
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Faculty: Australian School of Business
 
 
School:  School of Marketing
 
 
Course Outline: http://www.marketing.unsw.edu.au/
 
 
Campus: Kensington Campus
 
 
Career: Postgraduate
 
 
Units of Credit: 6
 
 
EFTSL: 0.12500 (more info)
 
 
Indicative Contact Hours per Week: 3
 
 
Enrolment Requirements:
 
 
Prerequisite or corequisite: COMM5002 or enrolment in program 8007
 
 
Fee Band: 3 (more info)
 
 
Further Information: See Class Timetable
 
 

Description

This course covers integrated marketing mix planning and control in the context of marketing strategy formulation. The course considers marketing strategy as a link between corporate strategy, business unit strategy, and marketing mix management. It does so by developing and assessing thematic marketing strategies as sources of sales from the standpoints of growth, share, and profitability. The course considers customer-oriented and alternative approaches to market definition, target market selection, positioning, and segmentation decisions using a range of conceptual, formal modelling, and case analysis methods.
Exclusion: MARK5950

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© The University of New South Wales (CRICOS Provider No.: 00098G), 2004-2011. The information contained in this Handbook is indicative only. While every effort is made to keep this information up-to-date, the University reserves the right to discontinue or vary arrangements, programs and courses at any time without notice and at its discretion. While the University will try to avoid or minimise any inconvenience, changes may also be made to programs, courses and staff after enrolment. The University may also set limits on the number of students in a course.