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 1 | Higher Ed. Semester 2 | |
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Dates: Results: Last self enrolment: Census: Last withdraw without fail: |
Dates: Results: Last self enrolment: Census: Last withdraw without fail: |
HOL Study Period 1 | ||
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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, general skills outcomes and content.
Teaching methods
Engaging with online content and discussions
Student workload:
• 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
• 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
Assessment (Group) 30-50%
General skills outcomes
• Problem solving skills
• Analysis skills
• Communication skills
• Ability to tackle unfamiliar problems
• Ability to work independently
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.