Strategic marketing policy
Mr David Ballantyne
6 points * One 3-hour class per week * First semester * Caulfield
Synopsis This subject is the capstone subject for the masters program and examines policy issues current and emerging, it draws on key strategic analysis, the impact of technology on marketing and implementation of strategy within the organisation.
The theme for this year is relationship marketing, a new marketing focus which makes connections between quality management, customer service and traditional (4Ps) approaches to marketing.
The key concepts in relationship marketing; developing a relationship strategy; quality as competitive strategy; monitoring service quality performance; motivation and commitment; service quality management; future directions in strategic marketing.
Assessment Assignment (5000 words): 40% * Participation: 20% * Case study (4000 words): 40%
Prescribed texts
Christopher M and others Relationship marketing: Bringing quality, customer service and marketing together Heineman, 1991