12476 (v.2) Advanced Marketing Strategy 565

Area:

School of Marketing

Credits:

25.0

Contact Hours:

3.0

Seminar:

1 x 3 Hours Weekly

Prerequisite(s):

5283 (v.7) Strategic Marketing 563 or any previous version

Syllabus:

Builds on the foundation of Strategic Marketing 563 emphasising the link between market analysis, marketing strategy formulation and implementation. Topics include analytical tools for marketing planning and strategy formulation, identification of alternative marketing strategies, evaluation and selection of strategies, implementation, monitoring and control.

Unit Outcomes:

On successful completion of this unit students will have- Learnt a framework for marketing strategy formulation and implementation. Understood the concepts and analytical methods underlying marketing decision making. Acquired the ability to apply quantitative and qualitative thinking to marketing strategy problems in complex environments.

Text and references listed above are for your information only and current as of September 30, 2003. Please check with the unit coordinator for up-to-date information.

Unit References:

Dolan, R.J. (1991). Strategic Marketing Management. Boston, Harvard Business School Publications.

Unit Texts:

Urban, G.L. and Star, S.H. (1991). Advanced Marketing Strategy. Sydney, Prentice Hall.

Unit Assessment Breakdown:

Assignment (1) 20%. Assignment (2) 30%. Assignment (3) 20%. Assignment (4) 30%. A grade of 50% or more must be achieved in each assessment. This is by grade/mark assessment.

Year	Location	Period	Internal	Area External	Central External
2004	Mktg Inst of S'pore	Trimester 2A	Y