Marketing Strategy has been specifically designed for postgraduate students to develop their ability to think strategically and to plan and implement effective marketing strategies. Emphasis is placed upon market definition and analysis, segmentation, competitor analysis, targeting, and the strategic decisions involved in organizational structure and design.
The fundamental premise underlying market–oriented strategy is that the customers that constitute the market are the starting point in strategy formulation. A significant component of this course involves determining how companies become market oriented and how this drives their strategies based on a shared understanding of markets and competition.
Learning Outcomes
Upon successful completion, students will have the knowledge and skills to:
Upon successful completion of the requirements for this course, students will be able to:
- describe and explain a method of strategic thinking and a set of practical tools for marketing;
- critically evaluate a firm's marketing activity, based on diagnosis, measurement and analysis;
- frame and implement innovative marketing strategies; and,
- communicate effectively in oral and written forms about marketing strategy using appropriate concepts, logic and rhetorical conventions.
Other Information
See the course outline on the College courses page. Outlines are uploaded as they become available.
Indicative Assessment
Marketing strategy online simulation - students compete in teams to manage the marketing tactics of a firm over an 8 year period & group learning portfolio (40%); individual learning portfolio (30%); final exam (30%).
It is a requirement of the course that students pass the final exam
The ANU uses Turnitin to enhance student citation and referencing techniques, and to assess assignment submissions as a component of the University's approach to managing Academic Integrity. While the use of Turnitin is not mandatory, the ANU highly recommends Turnitin is used by both teaching staff and students. For additional information regarding Turnitin please visit the ANU Online website.
Workload
Students taking this course are expected to commit at least 10 hours per week to completing the work. This will include 3 hours per week in class and at least 7 hours a week on average (including non-teaching weeks) on course reading, research, writing and assignment work.
Assumed Knowledge
Basic knowledge of marketing (coursework equivalent of MKTG7001 Marketing or relevant work experience)
Specialisations
Fees
Tuition fees are for the academic year indicated at the top of the page.
If you are a domestic graduate coursework or international student you will be required to pay tuition fees. Tuition fees are indexed annually. Further information for domestic and international students about tuition and other fees can be found at Fees.
- Student Contribution Band:
- 3
- Unit value:
- 6 units
If you are an undergraduate student and have been offered a Commonwealth supported place, your fees are set by the Australian Government for each course. At ANU 1 EFTSL is 48 units (normally 8 x 6-unit courses). You can find your student contribution amount for each course at Fees. Where there is a unit range displayed for this course, not all unit options below may be available.
| Units | EFTSL |
|---|---|
| 6.00 | 0.12500 |
Course fees
- Domestic fee paying students
| Year | Fee |
|---|---|
| 2017 | $3852 |
- International fee paying students
| Year | Fee |
|---|---|
| 2017 | $5130 |
Offerings, Dates and Class Summary Links
ANU utilises MyTimetable to enable students to view the timetable for their enrolled courses, browse, then self-allocate to small teaching activities / tutorials so they can better plan their time. Find out more on the Timetable webpage.
Class summaries, if available, can be accessed by clicking on the View link for the relevant class number.
First Semester
| Class number | Class start date | Last day to enrol | Census date | Class end date | Mode Of Delivery | Class Summary |
|---|---|---|---|---|---|---|
| 4609 | 20 Feb 2017 | 27 Feb 2017 | 31 Mar 2017 | 26 May 2017 | In Person | N/A |
