Course Code : BMK308/03

Course Title : Strategic Marketing

Advisory Prerequisite(s) : BBM104/03 Principles of Marketing
Level : Higher
Credit hours :3
Duration of course : 1 semester

Course Coordinator
Ms. Yap Li Lian
MBA (Marketing Management) CQ University, Australia
Postgraduate Diploma in Management, CQ University, Australia

Strategic marketing starts with a clearly defined business mission. Mintzberg defines a mission
as follows: “A mission describes the organisation’s basic function in society, in terms of
the products and services it produces for its customers”. A clear business mission should
have each of the following elements:

• Where are we now?

• Where do we want to be?
• How might we get there?
• Which way is the best?
• How can we ensure arrival?

Strategic marketing considers the customer’s point of view when planning a marketing
campaign. It combines customer situations (why they want/use a product or service) with the
company’s overall direction.

Strategic Marketing will expose students to the basic tools, techniques, theories and frameworks
of marketing strategy formulation, implementation and control in the markets. The broad ranges
of internal and external analysis and designing marketing strategies, to be adopted by
companies.

Learning Outcomes
After successfully completing this course, students should be able to:
 Acquire an overview of the contemporary issues in marketing and the unique challenges
faced by the marketing managers in the dynamic business environment.

 Explain the role and importance of marketing strategy; its formulation, implementation,
control and application in marketing context.

 Demonstrate comprehension of the concepts of market and company assessment, to

strategy formulation, implementation and control.

 Integrate core concepts and knowledge with the learners’ experience and observation on
real marketing cases.

Topics
• Introduction to Strategic Marketing
• Internal and External Assessment
• Marketing Strategies
• Strategic Implementation
• Marketing Strategy Assessment and Control

Other references
Cravens, D. & Piercy, N., (2012) Strategic Marketing, 10e, McGraw-Hill / Irwin

Jain, SC and Haley GT (2009) Strategic Marketing, 1st Asia reprint, Cengage Learning Asia

Kerin, RA., and Peterson RA., (2010), Strategic Marketing Problems Cases and Comments, 12th
edition, Pearson Prentice Hall.

*While the University will strive its best to maintain fee levels for as long as it can, it nevertheless reserves
the right to adjust course fees from time to time with the approval of the Ministry of Higher Education.