University of Technology Sydney

24415 Marketing Planning and Strategy

Requisite(s): ((24108 Marketing Foundations OR 24109 Marketing and Customer Value) AND 24202 Consumer Behaviour)
These requisites may not apply to students in certain courses.
There are course requisites for this subject. See access conditions.



Why do some organisations deliver better performance than others? This is the fundamental question of strategy. This subject covers the knowledge and skills necessary to create and sustain superior performance in the marketplace through market-led strategic management. It focuses on the essential issues in strategy, such as opportunity identification, strategy formulation and strategy implementation. There is almost never one right answer to a business scenario, but strong analysis skills always deliver a much better set of answers than weak analysis skills. The subject develops a competence to develop marketing within organisations as a strategic force rather than just as an operational department.

Detailed subject description.

Access conditions

Note: The requisite information presented in this subject description covers only academic requisites. Full details of all enforced rules, covering both academic and admission requisites, are available at access conditions and My Student Admin.