Course overview
The course examines the development and implementation of marketing strategy by providing a framework from which to identify and evaluate strategic options and programs. Topics: forecasting and contextual possibilities, product category life cycles and strategic implications, product-market definition, relationships with channels of distribution, relationships with customers, competitive analysis, models for marketing strategists, portfolio models, strategic assessment of offerings, marketing strategy implementation systems. This course requires that students have a strong foundation of marketing knowledge gained from Introduction to Marketing (in particular a knowledge of market segmentation).
Course learning outcomes
- Compare and contrast the key principles of marketing strategy
- Explain marketing and strategy concepts and ideas in their own words
- Think strategically about marketing issues and provide recommendations
- Successfully work as a team
- Deliver an oral presentation in a professional, engaging manner
- Prepare a professional, logical and coherent report in the form of a marketing plan
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The Student Contribution amount displayed below is for students commencing a new program from 2021 onwards. If you are continuing in a program you commenced prior to 1 January 2021, or are commencing an Honours degree relating to an undergraduate degree you commenced prior to 1 January 2021, you may be charged a different Student Contribution amount from the amount displayed below. Please check the Student Contribution bands for continuing students here. If you are an international student, or a domestic student studying in a full fee paying place, and are continuing study that you commenced in 2025 or earlier, your fees will be available here before enrolments open for 2026.