BX3083 - Strategic Marketing

This subject is designed to build upon and consolidate previously acquired knowledge of marketing concepts and principles. The theory and practice underpinning strategic marketing planning, analysis, and strategy alternatives are examined in relation to marketing 'problems/issues'. The integration and implementation of marketing strategy by the marketing manager is the focus of this capstone subject. Through participative analysis and discussion, each student is exposed to the dynamic marketing environment.

Learning Outcomes

• identify, analyse and evaluate market opportunities and threats in changing environments;
• identify, analyse and evaluate key issues and factors in the stages of planning, implementing, controlling and evaluating a strategic marketing plan;
• develop the skills and knowledge necessary to solve marketing related problems in a variety of case situations and industry projects;
• view and deal with marketing issues from a strategic orientation;
• develop a marketing plan.

Graduate Qualities

• The ability to adapt knowledge to new situations;
• The ability to define and to solve problems in at least one discipline area;
• The ability to think critically, to analyse and evaluate claims, evidence and arguments, and to reason and deploy evidence clearly and logically;
• The ability to deploy critically evaluated information to practical ends;
• The ability to find and access information using appropriate media and technologies;
• The ability to evaluate that information;
• An understanding of the economic, legal, ethical, social and cultural issues involved in the use of information;
• The ability to select and organise information and to communicate it accurately, cogently, coherently, creatively and ethically;
• The acquisition of coherent and disciplined sets of skills, knowledge, values and professional ethics from at least one discipline area;
• The ability to reflect on and evaluate learning, and to learn independently in a self directed manner;
• The ability to read complex and demanding texts accurately, critically and insightfully;
• The ability to speak and write clearly, coherently and creatively;
• The ability to generate, calculate, interpret and communicate numerical information in ways appropriate to a given discipline or discourse;
• The ability to communicate effectively with a range of audiences;
• The ability to lead, manage and contribute effectively to teams;
• The ability to work with people of different gender, age, ethnicity, culture, religion and political persuasion;
• The ability to work individually and independently;
• The ability to use online technologies effectively and ethically.

Note: Minor variations might occur due to the continuous Subject quality improvement process, and in case of minor variation(s) in assessment details, the Subject Outline represents the latest official information.