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MART301 Strategic Marketing

Elements of marketing strategy are considered to establish a framework that incorporates marketing within the overall corporate planning process. Processes such as competitor analysis, market segmentation, and positioning are examined.

This paper focuses on business-level marketing strategy. You will acquire an understanding of the tools that strategists use to assess business situations. You will have the opportunity to use these tools to diagnose situations and generate information from which strategies are formulated and marketing plans are prepared. Much of the paper is grounded on case-based learning situations. This approach helps you to develop diagnostic, critical and communication skills.

Paper title Strategic Marketing
Paper code MART301
Subject Marketing
EFTS 0.1500
Points 18 points
Teaching period Second Semester
Domestic Tuition Fees (NZD) $863.25
International Tuition Fees (NZD) $4,276.80

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(BSNS 102 or BSNS 112 or QUAN 101) and MART 212 and two of MART 201, MART 210 and MART 211
Schedule C

Teaching staff

Dr David Band

Teaching Arrangements
There is one 2-hour lecture per week, and there are six 1-hour workshops scheduled, three of which consist of student case presentations as per the schedule below. The Workshop series begins in the first half of the semester. These sessions are based on short cases and are designed to give students the opportunity to develop case analysis skills, improve communication skills and build networks.

No textbooks are required for this paper.

Course outline
View the course outline for MART 301
Graduate Attributes Emphasised
Global perspective, Interdisciplinary perspective, Lifelong learning, Scholarship, Communication, Critical thinking, Ethics, Information literacy, Research, Self-motivation, Teamwork.
View more information about Otago's graduate attributes.
Learning Outcomes
Upon successful completion of this paper, you should be able to have:
  • An understanding of the complexities of key environmental issues facing firms
  • An appreciation of the nature of strategy
  • An ability to analyse marketing opportunities and threats
  • The capability to understand strategic concepts and theories
  • The capability to develop and critically evaluate strategic marketing contexts
  • An appreciation of the integration and the interdependence of the domestic and foreign markets in developing global strategies
  • The ability to translate corporate objectives to marketing goals, make strategic and tactical choices with reference to markets, develop a marketing programme and implement marketing activities.

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Second Semester

Teaching method
This paper is taught On Campus
Learning management system


Stream Days Times Weeks
L1 Monday 14:00-15:50 28-34, 36-41


Stream Days Times Weeks
Attend one stream from
T1 Wednesday 08:00-08:50 29, 31, 33, 37-39
T2 Wednesday 09:00-09:50 29, 31, 33, 37-39
T3 Wednesday 11:00-11:50 29, 31, 33, 37-39
T4 Wednesday 12:00-12:50 29, 31, 33, 37-39
T5 Wednesday 13:00-13:50 29, 31, 33, 37-39
T6 Wednesday 14:00-14:50 29, 31, 33, 37-39
T7 Wednesday 15:00-15:50 29, 31, 33, 37-39
T8 Thursday 08:00-08:50 29, 31, 33, 37-39
T9 Thursday 09:00-09:50 29, 31, 33, 37-39
T10 Thursday 10:00-10:50 29, 31, 33, 37-39
T11 Thursday 14:00-14:50 29, 31, 33, 37-39