Marketing Strategy

This subject is available under ICMS undergraduate degrees, please click the button below to find an undergraduate course for you.

Subject Code:

MKT301A/MKT301B

Note: Both A and B code subject versions are displayed as they are approved equivalent in content, assessments and learning outcomes. As ICMS courses are reaccredited, the subject is updated to a B-code suffix. Students studying a Bachelor of Business, Bachelor of Business (Sports Management), Bachelor of Business (Entrepreneurship and Innovation), Bachelor of Business (Marketing), Bachelor of Business (International Tourism), Bachelor of Hospitality Management, and Bachelor of Event Management will be enrolled in B-code subjects in 2027. Students enrolled in all other courses at ICMS will complete the equivalent A-code subject. This arrangement applies to the nested diploma qualifications of these courses also.

Subject Rationale:

MKT301A

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.

MKT301B

In today’s competitive, global, and ever-changing world, organisations need to design and adapt their marketing strategies to survive and thrive. Marketing Strategy encompasses the utilisation and integration of strategic and sustainable marketing management elements to ensure the organisation’s success is an evolving and dynamic marketplace.

This subject will develop students’ abilities to apply various strategic principles, theories and models to address specific marketing problems for global and national brands. Competitive marketing strategies are introduced, and theories are applied to different economic, political, cultural, and technological environments. The focus of the subject is to also address the emerging and influential trends and considerations for strategic direction such as brand, sustainability, services, alliances, civic leadership, and the use of AI. Encouraging a practical approach to strategy development, students will engage in a variety of interactive problem solving and contemporary case analysis situations which include simulations and real client interaction.

Learning Outcomes:

MKT301A

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.

MKT301B

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 and recommend legal and regulatory resources required by a professional marketer when developing marketing strategy

Student Assessment: