BU5553 - Strategic Marketing

Credit Points: 15

Course Co-ordinator: Russell Williams

Pre-requisite(s): Students must be registered for Postgraduate programmes in Business Administration; Management, Economics and International Relations; Management, Enterprise and Innovation; or MBA Real Estate.

This course aims to provide students with a critical understanding of the nature and articulation of the marketing function within modern organisations, and an appreciation of the relative contribution of specific marketing tools to the development of a market orientation. It will set marketing management within the overall context of strategic planning. Building on the underpinning marketing concepts, the course will develop students’ in-depth understanding of the structure and articulation of marketing within a range of diverse organisational settings, including, consumer, industrial, service and voluntary sectors. Specifically the course will encourage students to adopt a systems perspective in addressing key marketing techniques and approaches, and recognise the close inter-relationship between marketing and other management functions in modern organisations.

2 hour lectures over 12 weeks and 1 hour tutorials as specified in the course outline.

Examination (50%); continuous assessment (50%)