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EXEC71-013: Strategic Marketing


Marketing is an art and a science. Based on an environmental assessment and a thorough understanding of target customers and relevant stakeholders, marketers set goals for their organisation and achieve these through tactical decisions. This subject is designed to develop analytical and decision-making skills relevant to marketing. You will be introduced to marketing concepts and frameworks, techniques such as market segmentation and services profiling and positioning tactics using the marketing mix. The subject will culminate with you creating and presenting a marketing plan for an organisation of your choosing.

Subject details

Type: Postgraduate Subject
Code: EXEC71-013
Faculty: Bond Business School
Credit: 10
Study areas:
  • Business, Commerce, and Entrepreneurship

Learning outcomes

  1. Demonstrate comprehensive and integrated theoretical and technical knowledge of the subject.
  2. Create a marketing plan for a chosen organisation.
  3. Demonstrate effective written communication skills through the completion of written assignments.
  4. Demonstrate effective verbal communication skills through an oral presentation of a marketing plan.
  5. Demonstrate the ability to critically reflect on personal experience to develop new knowledge, skills and attitudes.

Enrolment requirements



Assumed knowledge:

Assumed knowledge is the minimum level of knowledge of a subject area that students are assumed to have acquired through previous study. It is the responsibility of students to ensure they meet the assumed knowledge expectations of the subject. Students who do not possess this prior knowledge are strongly recommended against enrolling and do so at their own risk. No concessions will be made for students’ lack of prior knowledge.

Restrictions: This subject is not available to
  • Study Abroad Students

Must be admitted into an EMBA Program.

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