Strategic Marketing Management
University of Otago
Dunedin, New Zealand
Area of Study
Management Science, Marketing
Taught In English
(BSNS 102 or QUAN 101) and (MART 201, MART 202, MART 203) or (BSNS 102 or QUAN 101) and (MART 211 and one of (MART 201, MART 210, MART 212))
Course Level Recommendations
ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.
Recommended U.S. Semester Credits3 - 4
Recommended U.S. Quarter Units4 - 6
Hours & Credits
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 course 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 course is based on case-based learning situations. This approach helps you to develop diagnostic, critical and communication skills.
Upon successful completion of this course, 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
G. J. Hooley, N. F. Piercy, B. Nicolaud. (2012). Marketing strategy and competitive positioning (5th ed). New York: FT Prentice Hall
Courses and course hours of instruction are subject to change.
Eligibility for courses may be subject to a placement exam and/or pre-requisites.
Some courses may require additional fees.
Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.
Please reference fall and spring course lists as not all courses are taught during both semesters.
Availability of courses is based on enrollment numbers. All students should seek pre-approval for alternate courses in the event of last minute class cancellations
Please note that some courses with locals have recommended prerequisite courses. It is the student's responsibility to consult any recommended prerequisites prior to enrolling in their course.