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

Prerequisites
MKT20025 Consumer Behaviour

Pre-requisite
175 credit points
AND
MKT20025 Consumer Behaviour

Teaching periods
Location
Start and end dates
Last self-enrolment date
Census date
Last withdraw without fail date
Results released date
Semester 2
Location
Hawthorn
Start and end dates
29-July-2024
27-October-2024
Last self-enrolment date
11-August-2024
Census date
31-August-2024
Last withdraw without fail date
13-September-2024
Results released date
03-December-2024
Teaching Period 3
Location
Online
Start and end dates
04-November-2024
09-February-2025
Last self-enrolment date
17-November-2024
Census date
29-November-2024
Last withdraw without fail date
27-December-2024
Results released date
04-March-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
TOTAL150

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
TOTAL150

Assessment

Type Task Weighting ULO's
AssessmentGroup 30 - 50% 1,2,3,4 
AssignmentIndividual 30 - 40% 1,2 
PresentationIndividual 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.