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|
|Teaching period||Second Semester|
|Domestic Tuition Fees (NZD)||$863.25|
|International Tuition Fees (NZD)||$4,276.80|
- (BSNS 102 or BSNS 112 or QUAN 101) and MART 212 and two of MART 201, MART 210 and MART 211
- Schedule C
- More information link
- View more information on the Department of Marketing's website
- Teaching staff
- 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,
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.