Course

Marketing Management - MARK5801

Faculty: Australian School of Business

School: School of Marketing

Course Outline: MARK5801 Course Outline

Campus: Kensington Campus

Career: Postgraduate

Units of Credit: 6

EFTSL: 0.12500 (more info)

Indicative Contact Hours per Week: 3

CSS Contribution Charge: 3 (more info)

Tuition Fee: See Tuition Fee Schedule

Further Information: See Class Timetable

View course information for previous years.

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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Study Levels

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