Marketing Strategy and Planning

MKT80010 12.5 Credit Points Hawthorn


  • One Semester or equivalent

Contact hours

  • 24 hours face to face + blended

On-campus unit delivery combines face-to-face and digital learning.


100 Credit Points
Enrolment in Master of Marketing 

Aims and objectives

This unit focuses on fostering strategic marketing leadership. Students will develop their strategic thinking and analysis skills and their application in an organisation. The unit aims to give students a deeper understanding of how to structure and organise the firm to more effectively identify and implement innovative ideas, know what analysis is required before strategy is created and how to research and anticipate the issues which may arise during implementation.

Unit Learning Outcomes (ULO)
Students who successfully complete this unit will be able to:

1. Critically evaluate a firm's entrepreneurial and innovative abilities drawing on a range of evidence sources.
2. Apply problem solving, design and decision making methodologies to develop strategies to enhance the firm’s innovation and entrepreneurship capabilities and to provide innovative solutions to complex problems.
3. Critically analyse the structure and organisation of the firm making recommendations for improvement in effectiveness at implementing innovative ideas.
4. Apply coherent and advanced knowledge of the analysis required prior to strategy creation and the issues that may arise in the successful implementation of strategy.
5. Apply advanced knowledge of research principles and methods to plan and execute a piece of research with some independence.
6. Communicate proficiently in professional practice to a variety of audiences and function as an effective member or leader of a diverse team.