Strategic marketing
Dr Peter Reed
6 points * One 3-hour session per week * First, second semester * Clayton * Prerequisite: MBA5310
Synopsis This subject reviews and assesses the nature and applicability of some contemporary approaches to marketing, planning and decision making with the emphasis on strategic (ie longer term) issues, rather than tactical (ie, shorter term) issues. Strategic marketing is a subset of strategic management. While strategic management involves a corporate strategic planning perspective at all levels of the organisation, strategic marketing is the specific application of strategic planning to the marketing function of the firm. The objective of the subject is to provide a framework for planning at this functional level, and its integration with the corporate and business-level planning process. The theme is that the rapid rate of environmental change faced by an enterprise requires new dimensions of marketing strategy for both existing and new products. The subject will examine the process and determinants of evolution of marketing strategy. This requires an appreciation of industry evolution, together with cost, customer and competitor analysis.
Assessment Marketing simulation (Markstrat): 50% * Written (assignments/case studies 5000 words): 50%
Prescribed texts
Larréché J-C and Gatignon H Markstrat 2 Scientific Press, 1990
Walker O C and others Marketing strategy: Planning and implementation Irwin, 1992