Strategic Marketing and Branding

This subject is available as a postgraduate-level MBA subject offered by the International College of Management, Sydney (ICMS). Please click the button below to find a postgraduate course suitable for you.

Subject Code:

MKT6011A

Subject Type:

Core 

Subject Level:

600

Credit Points:

4 credit points

Subject Rationale:

Strategic marketing and branding is essential for business success, enabling organisations to achieve their business objectives. This subject is designed to develop knowledge and insight into the strategic marketing and branding process and focusses on specific topics that are of most relevance to a strategic leader in any organisation.

Strategic marketing and branding offers an integrated approach to the understanding of customers and practising strategic decision-making that specify an organisation’s critical selection regarding markets, products, marketing activities, communications, branding decisions and resources with the goal to achieve business objectives that offer meaningful customer value.

This subject utilises latest trends, such as sustainability, data, technology and digital marketing, techniques, frameworks and theories to help students make strategic marketing decisions, developing the advanced analytical and critical thinking skills required to succeed in hyper competitive markets and evolving industries.

Learning Outcomes:

a) Analyse the business environment strategically, including the competitive, market and customer landscapes.

b) Evaluate strategic marketing decisions at a corporate, business and functional level.

c) Develop a brand strategy at an organisational and product level to develop a sustainable competitive advantage.

d) Create strategic market-driven strategies through market targeting, positioning and the marketing mix from profit, non-profit and entrepreneurial perspectives.

Assessment Information:

Learning outcomes for this subject are assessed using a range of assessment tasks as described in the table below.