The unit considers the nature of marketing strategy and its relationship to corporate strategy formulation. Strategic planning is looked at from a marketing orientation, focusing on how an organisation's resources can be more effectively utilised to achieve objectives. This includes an examination of the relationship between marketing activities and organisational strategic planning, an analysis of strategic marketing concepts and the evaluation and control of the strategic marketing process.Assessment -- Course Website
Instructor: A Lee (Trimester 1, 2 and 3)
Prerequisites: MMK277
