Marketing Strategy and Planning

MKT30016 12.5 Credit Points Hawthorn, Online, Sarawak Available to incoming Study Abroad and Exchange students


  • 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


Higher Ed. Semester 2

31 Jul 23 - 29 Oct 23

5 Dec 23

Last self enrolment:
13 Aug 23

31 Aug 23

Last withdraw without fail:
15 Sep 23

More teaching periods
Swinburne Online

Teaching Period 2

10 Jul 23 - 8 Oct 23

31 Oct 23

Last self enrolment:
23 Jul 23

4 Aug 23

Last withdraw without fail:
25 Aug 23


175 Credit Points from a Bachelor Degree

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.
Unit Learning Outcomes (ULO) 
Students who successfully complete this unit will be able to:
1. Develop strategies and research-based responses to address real world issues and problems using relevant decision making theories and frameworks
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