Marketing Strategy and Planning
Overview
This unit aims to develop an understanding of the essential elements of marketing strategy, such as strategy formulation, planning, implementation and control in the contemporary business environment. This unit also aims to develop a student's analytical and creative skills in applying strategic decision-making frameworks to particular offerings, and to prepare a comprehensive strategy and plan that delivers the desired business outcomes. To design an effective marketing strategy to create and sustain superior performance, students will research, analyse and synthesise critical information from diverse sources. Students will apply these skills and knowledge into practical, realistic and dynamic global environments.
Requisites
Pre-requisite
175 credit points
AND
MKT20025 Consumer Behaviour
09-February-2025
01-June-2025
05-October-2025
02-November-2025
Learning outcomes
Students who successfully complete this unit will be able to:
- Develop strategies and research-based responses to address real-world issues and problems using relevant decision-making theories and frameworks and present them using appropriate digital formats
- Analyse and synthesize information from diverse sources and digital formats relating to the global competitor environment and global customer base for an organisation
- Prepare an integrated and comprehensive marketing plan and associated budget to meet a company’s overall mission
- Apply team work knowledge and skills in effective collaboration across a range of activities and contexts
Teaching methods
Hawthorn
| Type | Hours per week | Number of weeks | Total (number of hours) |
|---|---|---|---|
| On-campus Class | 2.00 | 12 weeks | 24 |
| Online Lecture | 1.00 | 12 weeks | 12 |
| Unspecified Activities Independent Learning | 9.50 | 12 weeks | 114 |
| TOTAL | 150 |
Swinburne Online and OUA
| Type | Hours per week | Number of weeks | Total (number of hours) |
|---|---|---|---|
| Online Directed Online Learning and Independent Learning | 12.50 | 12 weeks | 150 |
| TOTAL | 150 |
Assessment
| Type | Task | Weighting | ULO's |
|---|---|---|---|
| Assessment | Group | 30 - 50% | 1,2,3,4 |
| Assignment | Individual | 30 - 40% | 1,2 |
| Presentation | Individual | 20 - 30% | 1,2 |
Content
- Introduction to marketing strategy and planning
- Conducting a detailed situation analysis including industry and market analyses
- Linking planning with strategic development: Setting marketing objectives
- Developing strategic competitive advantage
- Customer profiling, targeting and positioning
- Developing product, brand, pricing, distribution and marketing communication strategies
- Frameworks to measure progress and performance
- Control and implementation of the marketing plan
Study resources
Reading materials
A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.