MKTG8005 · Christmas Island

Marketing Strategy & Innovation

Carroll School of Management

This course builds on the principles covered in the core Marketing courseby further developing and applying marketing strategy to different company lifestages (i.e. launch, geographic expansion, repositioning), industries (i.e. luxury, retail, e-commerce) and innovations (i.e. digital marketplaces, AI-driven solutions.) It takes a Marketing practitioners view of determining and owning the strategy and builds the link between strategy, activities, and outcomes. You will be exposed to problems and situations that will require you to assess, analyze and recommend actions within the context of marketing skills and organizational alignment.Extensive case analysis and financial and analytical tools are used to examine marketing growth strategies, target market strategies, external factors, marketing program development, the marketing organization, and implementation of marketing strategy.This course is appropriate for those considering marketing as a career, consultants helping to drive revenue generation, or general managers looking to build an external, customer-centric skillset to complement operational capabilities.