Marketing Strategy
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Bachelor of Business (Marketing)
"ICMS' Work Integrated Learning gave me the ability to gain real life experience before I even graduated".
Alana Williams
Bachelor of Business (Accounting)
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Juliette Wilson
Bachelor of Business (Marketing)
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Calum McKnight
Bachelor of Business (Marketing)
“Very quickly, ICMS gave me a circle of friends who are pretty driven – but who also like to have fun – and when I see where they are now it’s pretty exciting and it drives me further.”
Ewan Metcalfe
Bachelor of Business (Sports Management)
"Through being at this college and the geographical location, it always reminded me to stay grounded, keep working hard to further improve my life and stay happy".
This subject is available under ICMS undergraduate degrees, please click the button below to find an undergraduate course for you.
Subject Code:
MKT301A
Subject Aim:
Strategic marketing encompasses the integration of marketing strategy elements which together are designed to secure a sustainable competitive advantage in the changing business marketplace.
This subject develops students’ ability to apply strategic marketing principles, theories and related marketing law aspects to specific problems, competitive situations and environments. The focus is on a customer-orientated approach to the marketing organisation, market definition, and market segmentation, as well as an entrepreneurial approach to strategic choice.
Learning Outcomes:
a) Critique strategic marketing concepts and theories and their application to business.
b) Evaluate the current marketing situation of a business in a changing marketing environment.
c) Apply appropriate models and theories to develop marketing strategy in mature and declining markets.
d) Reflect on the legal and regulatory resources required by a professional marketer when developing marketing strategy.
Student Assessment:
| No | Type | Weighting | Learning Outcomes |
| 1 | Case study | 25% | a, b |
| 2 | Presentation Marketing Strategy Plan (G)* | 35% | a, b, c |
| 3 | Simulation Report | 40% | b, c, d |
(G)* = Group Assessment