MKTG313 - Strategic Marketing and Planning

10 cp
Prerequisites MKTG207 Marketing Toolkit
Teaching Organisation 3 hours per week for twelve weeks or equivalent

Strategic Marketing and Planning is the capstone marketing unit and it provides broad understanding of the processes involved in strategic marketing planning: design of competitive marketing strategies, and the implementation and control of strategic marketing plans, that are based on competitive differential advantage. Through integration of marketing theories, concepts, models and marketing practices covered in this unit and in previous marketing units, students will learn how to apply advanced analytical, planning and implementation skills in the planning of marketing strategies for existing and new products in the marketplace. The focus is on both new ventures as well as existing organisations.

The aim of this unit is to give students a set of skills of assistance to them as future marketing practitioners. This set of skills has its foundational roots in units like buyer behaviour, market analytics, marketing communications and the marketing toolkit. It is then overlaid with knowledge about marketing plans, the process of planning, the basis of sound marketing strategy, and the design and implementation of strategy. The unit will help to make students ready to perform marketing roles within organisations.