MKTG 4461: Marketing Strategy

Students examine how to effectively analyze marketing problems and opportunities in a rapidly changing environment, and then develop appropriate strategies. Emphasis is placed on building long-term customer relationships and adopting a strong customer orientation through imagination, vision and courage. Topics include segmentation, targeting and positioning (STP); creating competitive advantage; marketing program development; implementation of the marketing plan; and developing and maintaining long-term customer relationships. A marketing strategy simulation, marketing project, or marketing audit is used to reinforce course concepts.

Learning outcomes

  • Describe the state-of-the art of strategic marketing practices in a changing environment.
  • Formulate a marketing strategy based on environmental opportunities and threats, the firm's resources, corporate and business-unit strategies, and the need to attain an enduring competitive edge.
  • Compose a marketing strategy entailing the definition of the market (product/market or generic market),segmentation, target market selection, and positioning components.
  • Conduct portfolio analysis of various strategic business units or product groups of a firm.
  • Compose a marketing plan based on the components of product planning, pricing, distribution methods and promotional activities.
  • Demonstrate and implement customer satisfaction programs.
  • Demonstrate the capability to create and use strategic marketing tools such as conjoint analysis, semantic scales.
  • Construct knowledge of required activities for implementing, monitoring and controlling marketing strategy programs
  • Analyze and solve marketing problems and evaluate their implications for the overall organization.
  • Demonstrate advanced teamwork and interpersonal skills.

Course topics

  • Market Orientation for All Strategy Levels
  • Corporate Strategy
  • Business-Level Strategy
  • Understanding Market Opportunities
  • Developing Marketing Strategy
  • The Marketing Program
  • Differentiation and Brand Positioning
  • Marketing Strategies for New Market Entries
  • Strategies for Growth Markets
  • Strategies for Mature and Declining Markets
  • Marketing Strategies for a Digitally Networked World
  • Marketing Strategy Implementation and Assessment

Required text and materials

The following materials are required for this course:

  1. Walker, Jr. O.C., & Mullins, J.W. (2014). Marketing strategy: A decision-focused approach. (8th ed.). New York: McGraw-Hill.
    Type: Textbook ISBN: 978-0-07-802894-6.
  1. Johnson, A., & Assenza, L. (2016, December 23). Unilever Canada: Redefining the AXE brand. Retrieved from

Note: Students are responsible for purchasing this Case Study from the link that is provided above for an approximate cost of $15.00 CAD. Details can also be found within the course after registration


Please be aware that due to COVID-19 safety guidelines all in-person exams have been suspended. As such, all final exams are currently being delivered through ProctorU, which has an approximate fee of $35 involved. There will be more information in your course shell, on how to apply, if your course has a final exam.

To successfully complete this course, students must achieve a passing grade of 50% or higher on the overall course, and 50% or higher on the final mandatory exam.

Assignment 1: Create a Video Presentation (Module 3) 15%
Assignment 2: Case Analysis, Unilever Canada (Module 6) 15%
Assignment 3: Marketing Plan Analysis (Module 9) 15%
Assignment 4: Reflection Posts (Module 12) 10%
Quizzes (Best of 12) 10%
Final Exam (mandatory) 35%
Total 100%

Open Learning Faculty Member

An Open Learning Faculty Member is available to assist students. Primary communication is through the Learning Environment's "Mail" tool or by phone. Students will receive the necessary contact information at the start of the course.

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