Marketing Strategy and Planning
Duration
- One Semester or equivalent
Contact hours
- 36
On-campus unit delivery combines face-to-face and digital learning. For Online unit delivery, learning is conducted exclusively online.
2021 teaching periods
Hawthorn
| Higher Ed. Semester 2 | ||
|---|---|---|
Dates: Results: Last self enrolment: Census: |
Swinburne Online
| Teaching Period 2 | ||
|---|---|---|
Dates: Results: Last self enrolment: Census: |
Aims and objectives
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.
Students who successfully complete this unit will be able to:
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, general skills outcomes and content.
Teaching methods
Face to Face Mode:
Scheduled hours: Lectures (12 x 1 hour), Tutorials (12 x 2 hours)
Engaging with online content and discussions
Student workload:
For all teaching and learning structures (both face to face and online), students are expected to spend an average of 150 hours per unit in total over the duration of the study period
• Scheduled teaching and learning events and activities (contact hours timetabled in a face-to-face teaching space) and scheduled online learning events (contact hours scheduled in an online teaching space), and
• Non-scheduled learning events and activities (including directed online learning activities, assessments, independent study, student group meetings, and research)
• Read all prescribed materials and/or view videos in preparation for each class
• Attend and engage in all scheduled classes (face to face or online)
• Start assessment tasks well ahead of the due date, and submit assessments promptly
• Read / listen to all feedback carefully, and consider it for future assessment
• Engage with fellow students and teaching staff (don’t hesitate to ask questions)
Assessment
Assignment (Individual) 30-40%
Case Studies (Individual) 20-30%
Assessment (Group) 30-50%
Assessment (Group) 30-50%
General skills outcomes
• Teamwork skills
• Problem solving skills
• Analysis skills
• Communication skills
• Ability to tackle unfamiliar problems
• Ability to work independently
• Problem solving skills
• Analysis skills
• Communication skills
• Ability to tackle unfamiliar problems
• Ability to work independently
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
• 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.
Reading materials
Students are advised to check the unit outline in the relevant teaching period for appropriate textbooks and further reading.