MARK6024 Advanced Marketing Strategy

3 Units of Credit

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An advanced course that integrates knowledge of market and competitor analysis with strategic business considerations, to achieve superior performance in sales growth, market share and profit contribution. Topics include organisational strategy; defensive strategies; competitive and life-cycle strategies at the level of the business unit; portfolio analysis, diversification and differentiation; social, ethical, technological and global issues as they impact on marketing performance. Students draw on materials from all previous marketing courses and work experience