Description:

In recent years our understanding of the basic building blocks of Marketing (the 4P's of the Marketing Mix) has changed dramatically. This unit builds on students' knowledge of the core principles of Marketing to develop an awareness of and application of the strategic planning role of Marketing in creating sustainable competitive advantage.

The unit provides students with an understanding of the roles the major elements of the New Marketing Mix (Product, Price, Place and Promotion) in the formulation of Marketing Strategy, how it has changed in the very recent past and how these elements are integrated. Particular emphasis is placed on the integration of the basic tools of marketing communication and their role in development of a Customer Relationship strategy to create sustainable competitive advantage. Integrated marketing communication requires a 'total' approach to planning marketing programs and coordinating internal and external marketing strategies in support of overall brand and product/service marketing objectives. Students will also learn to apply the New Marketing Mix in communication and implementation of a relationship strategy. Regulatory issues are also discussed.

Group Marketing Strategy Report & Presentation - (2000 words)

Part A

Working in groups of no more than three you are required to develop a detailed marketing strategy for the introduction (or launch) of a new product or service into the Australian market, for the company which will be assigned to your group from one of the following industries; Australian Retail, Australian Fashion or Australian Online B2C marketing.

Your marketing plan must include detailed analyses of customers and competitors as well as the general marketing environment in addition to a comprehensive positioning strategy.

Attachment:- Marketing Mix.rar