Marketing Strategy and Planning
Duration
- One Semester or equivalent
Contact hours
- 36 hours
On-campus unit delivery combines face-to-face and digital learning.
2021 teaching periods
Hawthorn
| Higher Ed. Semester 2 | ||
|---|---|---|
Dates: Results: Last self enrolment: Census: |
Prerequisites
100 Credit Points
and
Enrolment in Master of Marketing
Corequisites
Nil
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.
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.
Unit information in detail
- Teaching methods, assessment and content.
Teaching methods
Block Mode:
This unit will be delivered in block or intensive mode. Block mode may consist of blended, intensive and immersive teaching, which can include full day teaching and weekend teaching requirements – as specified in the Unit Outline.
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
This includes all:
• 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
To be successful, students should:
• 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)
This unit will be delivered in block or intensive mode. Block mode may consist of blended, intensive and immersive teaching, which can include full day teaching and weekend teaching requirements – as specified in the Unit Outline.
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
This includes all:
• 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
1. Assignment 1 (Individual) 50 - 60%
2. Assignment 2 (Group) 40 - 50%
2. Assignment 2 (Group) 40 - 50%
Content
- The process of formulating and implementing marketing strategy
- Understanding market opportunities
- Measuring market opportunities: forecasting and market knowledge
- Targeting attractive market segments
- Differentiation and positioning
- Marketing strategies for new market entries
- Marketing strategies for growth markets
- Marketing strategies for mature and declining markets
- Marketing strategies for the new economy
- Organising and planning for effective marketing implementation
- Measuring and delivering marketing performance
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.