Marketing Strategy and Planning
Duration
- One Semester or equivalent
Contact hours
- 36 hours Face to Face + Blended
On-campus unit delivery combines face-to-face and digital learning. For Online unit delivery, learning is conducted exclusively online.
2023 teaching periods
Hawthorn Higher Ed. Semester 2 |
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Dates: Results: Last self enrolment: Census: Last withdraw without fail: |
Swinburne Online Teaching Period 2 |
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Dates: Results: Last self enrolment: Census: Last withdraw without fail: |
Aims and objectives
2. Analyse and synthesise information from diverse sources relating to the global competitor environment and global customer base for an organisation
3. Prepare an integrated and comprehensive marketing plan and associated budget to meet a company’s overall mission
4. Apply teamwork knowledge and skills in effective collaboration across a range of activities and contexts
Unit information in detail
- Teaching methods, assessment and content.
Teaching methods
Type | Hours per week | Number of Weeks | Total |
Face to Face Contact Class | 2 | 12 | 24 |
Online Contact Directed Online Learning and Independent Learning | 1 | 12 | 12 |
Unspecified Learning Activities Independent Learning | 9.5 | 12 | 114 |
TOTAL | 150 hours |
Swinburne Online and OUA
Type | Hours per week | Number of Weeks | Total |
Online Contact Directed Online Learning and Independent Learning | 12.5 | 12 | 150 |
TOTAL | 150 hours |
Assessment
Types | Individual/Group Role | Weighting | Unit Learning Outcomes (ULOs) |
Assignment | Individual | 20-30% | 1,2 |
Assignment | Individual | 30-40% | 1,2 |
Assessment | Group | 30-50% | 1,2,3,4 |
Content
• 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.