Marketing (MKTG) 440

Marketing Strategy (Revision 7)

MKTG 440 course cover

Revision 7 is closed for registrations, see current version

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Delivery Mode: Individualized study online (with eTextbook)

Credits: 3

Area of Study: Applied Studies
(Business and Administrative Studies)

Prerequisite: MKTG 396 or an equivalent introductory marketing course.

Centre: Faculty of Business

MKTG 440 has a Challenge for Credit option.

**Note: Students registering in grouped study mode are advised that there may be some differences in the evaluation and course materials information indicated below. To obtain the most up-to-date information, contact the Faculty of Business Student Support Centre at 1-800-468-6531.


Marketing 440: Marketing Strategy introduces important concepts in strategy formulation and implementation. The notion that organizations should strive to satisfy customer needs while achieving their own objectives is embodied in a business philosophy known as the marketing concept, the most fundamental precept in the marketing discipline. Despite the fact that many successful organizations now embrace the marketing concept as a way of doing business, delivering superior customer value and creating long-term, mutually beneficial exchange relationships with customers is seldom easy, even when buyer needs are known and the external environment is stable and predictable. With the rapid and unpredictable environmental changes observed in today’s markets, marketing managers have to put in place mechanisms of continuous learning and develop superior skills and capabilities to be able to respond quickly to strategic changes with effective marketing strategies. Integrating the analysis of complex and unfamiliar strategic situations with knowledge about target market and positioning strategies permits marketing managers to anticipate and exploit changes that are largely beyond the control of any single organization. This is accomplished by developing throughout an organization a shared vision that focuses on customers, matching organizational resources and capabilities with market, industry, and competitive opportunities, and building strategic relationships with customers and other partners in the value chain.


  • Lesson 1: Introduction to Marketing Strategy
  • Lesson 2: Markets and Competition
  • Lesson 3: Market Segmentation
  • Lesson 4: Strategic Customer Management
  • Lesson 5: Capabilities for Learning and Competitive Advantage
  • Lesson 6: Market Targeting and Strategic Positioning
  • Lesson 7: Strategic Brand Management
  • Lesson 8: Pricing Strategy
  • Lesson 9: Marketing Channel Strategy
  • Lesson 10: Integrated Marketing Communications
  • Lesson 11: Strategic Relationships
  • Lesson 12: Strategic Marketing Implementation and Control


To receive credit for the course, you must pass the Final Examination with a grade of 50 percent or better and achieve an overall course grade of “D” (50 percent) or better. The following chart indicates the credit activities and, their weighting toward the final grade.

Activity Weighting
Assignment 1 20%
Assignment 2 30%
Midterm Exam 20%
Final Exam 30%
Total 100%

To learn more about assignments and examinations, please refer to Athabasca University's online Calendar.

Course Materials


Registration in this course includes an electronic textbook. For more information on electronic textbooks, please refer to our eText Initiative site.

Cravens, D.W., & Piercy, N. F. (2013). Strategic Marketing (10th ed.). New York: McGraw-Hill. ISBN 978-0-07-802890-8

A print version of the eText may be available for purchase from the publisher through a direct-to-student link provided on the course website; you can also acquire the textbook on your own if you wish.

Other materials

Students will access all other materials online.

Challenge for Credit Overview

The Challenge for Credit process allows you to demonstrate that you have acquired a command of the general subject matter, knowledge, intellectual and/or other skills that would normally be found in a university-level course.

Full information about Challenge for Credit can be found in the Undergraduate Calendar.

Challenge Evaluation

To receive credit for the MKTG 440 challenge registration, you must achieve a grade of at least “D” (50 percent) on the examination.

Paper Exam

Undergraduate Challenge for Credit Course Registration Form

Athabasca University reserves the right to amend course outlines occasionally and without notice. Courses offered by other delivery methods may vary from their individualized-study counterparts.

Opened in Revision 7, November 12, 2014.

View previous syllabus