Strategic Marketing

Master of Strategic Marketing (MSM)

The Master of Strategic Marketing provides students with the advanced skills to generate products and services for which there is a defined customer need and to strategically position the product or service in the market with effective promotion, pricing and distribution strategies. The program strives to provide students with a thorough grounding in the strategic marketing techniques required to excel in today’s increasingly competitive global marketplace.

The Master of Strategic Marketing is for marketing practitioners with the ambition to become effective marketing strategists. Students will apply contemporary marketing theory and practice, incorporating international and global perspectives to their current and future roles. The knowledge, competencies and skills required in modern day marketing are developed through applied research and critical synthesis of alternate marketing perspectives. The Master of Strategic Marketing provides opportunities for students to build a solid base for continuous self-development as a marketing expert in their field of specialization.

The Master of Commerce is ideal for those who want to change their career to the commerce sector. Businesses and industries today are looking for graduates who have a broad commerce perspective and this course provides the fundamental skills which allow non-Commerce graduates to obtain a qualification in preparation for a career in either small or large scale business contexts.

Graduates of the Master of Strategic Marketing will gain a comprehensive understanding of the many issues surrounding the strategy of marketing in the global economy.

This program helps participants to grow the business by identifying new marketing opportunities, monitoring when market changes occur, adjusting appropriately to those changes and creating an implementation plan in a way that facilitates progress.

Content

Researching potential new markets

Exploring innovative approaches and creative ideas for their business potential

Assessing the impact of external factors on marketing opportunities

Evaluating each component of the marketing mix

Marketing mix decisions linked to organisational, strategic and marketing objectives

Learning Outcomes

Identify and investigate marketing opportunities

Evaluate required changes to current marketing operations

Evaluate the significance of each component of the marketing mix and their inter-relationships

Determine the marketing mix for specific markets

Monitor and adjust a marketing mix

This program helps participants to develop skills in identifying new marketing opportunities, monitoring when market changes occur, adjusting appropriately to those changes and creating an implementation plan in a way that continues progress.

Content
Researching potential new markets
Exploring innovative approaches and creative ideas for their business potential
Assessing the impact of external factors on marketing opportunities
Evaluating each component of the marketing mix
Marketing mix decisions linked to organisational, strategic and marketing objectives

Learning Objectives
Identify and investigate marketing opportunities
Evaluate required changes to current marketing operations
Evaluate the significance of each component of the marketing mix and their interrelationships
Determine the marketing mix for specific markets
Monitor and adjust a marketing mix
Identify market research needs
Define market research objectives
Define data gathering approaches
Develop market research plan

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