5283 (v.7) Strategic Marketing 563

Area:

School of Marketing

Credits:

25.0

Contact Hours:

3.0

Seminar:

1 x 3 Hours Weekly

Prerequisite(s):

5518 (v.7) Marketing Research 562 or any previous version

Syllabus:

Strategic marketing. An introduction to strategic planning. The strategic planning process. Formal planning methods. Strategic market programming and the action, evaluation, and control that strategic marketing entails.

Unit Outcomes:

On successful completion of this unit students will have- Understood the various aspects of marketing strategies used today, and the way they are implemented in different industries.

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:

Cravens, D.W. (2000). Strategic Marketing. (sixth edition). Sydney, McGraw-Hill. Brown, S. (2000). Cusomer Relationship Management. Sydney, John Wiley. Anderson, C.H. and Vincze, J.W. (2000). Strategic Marketing Management: Meeting the Global Marketing Challenge. Houghton Mifflin Company. Walker, Jr. O.C., Boyd, Jr. H.W. and Larreche, J. (1999). Marketing Strategy: Planning and Implementation. (third edition). Sydney, McGraw-Hill. Dolan, R.J. (1991). Strategic Marketing Management. Harvard Business School Publications. Donald, R., Lehmann and Russell, S.W. (1994). Analysis for Marketing Planning. (third edition). Sydney, McGraw Hill. Urban, G.L. and Star, S.H. (1991). Advanced Marketing Strategy. Sydney, Prentice-Hall. Abell, D.F. and Hammond, S.J. (1979). Strategic Market Planning. Engelwood Cliffs: Prentice-Hall. Porter, M.E. (1980). Competitive Strategy. New York, Free Press. Porter, M.E. (1990). Competitive Advantage of Nations. Sydney, Macmillan. Vause, R. and Woodward, N. (1992). Finance for Nonfinance Managers. Sydney, Macmillan Press. Horowitz, J. and Panak, M.J. (1992). Total Customer Satisfaction. Financial Times.

Unit Texts:

Hollensen, S. (2001). Global Marketing. 9second edition). Financial Times.

Unit Assessment Breakdown:

Class Participation 15%, Case Study 2: Fighting over the Internet 20%, Case Study 4: Mary Kay in Asia 20%, Case Study 6: Ryanair 20%, Quiz 25%. This is done by garde/mark assessment.

Year	Location	Period	Internal	Area External	Central External
2004	Bentley Campus	Semester 2	Y
2004	Bentley Campus	Short Period 4	Y