MKC3130

Strategic issues in marketing

Ms Linda Brennan

6 points · One 1-hour lecture and one 2-hour tutorials each week · Prerequisite: MKC2210, Prohibition: MKF3131, MKG3440

Objectives On completion of this subject students will be able to understand, analyse, criticise and evaluate the literature relating to strategic marketing issues and the role of marketing as a part of the strategic management process, demonstrate problem solving skills in a marketing strategy context, demonstrate an ability to research external issues and trends and understand the consequences of these issues and trends on the marketing effort, demonstrate a sound knowledge of strategic marketing issues in a variety of industry and competitive contexts including consumer goods and services, business-to-business goods and services and public sector industry environments, demonstrate personal communication and presentation skills appropriate to the marketing context.

Synopsis This subject integrates the conceptual knowledge and skills developed in earlier marketing subjects and sharpens students' abilities to analyse, evaluate and implement marketing strategies. The subject emphasises strategic analysis and the process of decision making in a marketing management context.

Assessment Individual assignment - case study: 30% · Group assignment - case study: 20% · Examintion: 50%

Prescribed texts

Cravens D W, Lamb C W and Crittenden V L Strategic marketing management 5th edn, Irwin, 1996

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