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    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.

    About this paper

    Paper title Strategic Marketing
    Subject Marketing
    EFTS 0.15
    Points 18 points
    Teaching period Semester 2 (On campus)
    Domestic Tuition Fees ( NZD ) $937.50
    International Tuition Fees Tuition Fees for international students are elsewhere on this website.
    (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 Masoud Karami

    Teaching Arrangements

    There is one 2-hour lecture per week, and six tutorials throughout the semester.


    To be advised.

    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

    Students who successfully complete this paper will 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


    Semester 2

    Teaching method
    This paper is taught On Campus
    Learning management system


    Stream Days Times Weeks
    L1 Monday 14:00-15:50 29-35, 37-42


    Stream Days Times Weeks
    Attend one stream from
    T1 Wednesday 09:00-09:50 30, 32, 34, 37, 39-40
    T2 Wednesday 11:00-11:50 30, 32, 34, 37, 39-40
    T3 Wednesday 12:00-12:50 30, 32, 34, 37, 39-40
    T4 Wednesday 13:00-13:50 30, 32, 34, 37, 39-40
    T5 Wednesday 14:00-14:50 30, 32, 34, 37, 39-40
    T6 Wednesday 15:00-15:50 30, 32, 34, 37, 39-40
    T7 Thursday 10:00-10:50 30, 32, 34, 37, 39-40
    T8 Thursday 14:00-14:50 30, 32, 34, 37, 39-40
    T9 Thursday 11:00-11:50 30, 32, 34, 37, 39-40
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