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Deakin University

Areas of Study

Strategic Marketing

  • MMK733
  • 1
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The unit provides a thorough examination of the two major aspects of strategic marketing. The first is the analytical framework for strategic market planning: the nature of strategic market planning; analysing market opportunity and competitive capability. The second major aspect examines managerial aspects of planning: defining the business; industries and their evolution; global marketing policy and planning systems; and organisation, implementation and control. The overall objective of the unit is to demonstrate the role of strategic marketing in creating sustainable competitive advantage.Assessment -- Course Website

Instructor: P Kay

Prerequisites: Nil



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