| Semester 2, 2023 Online | |
| Units : | 1 |
| School or Department : | School of Business |
| Grading basis : | Graded |
| Course fee schedule : | /current-students/administration/fees/fee-schedules |
Staffing
Course Coordinator:
Requisites
Pre-requisite: MKT1001
Overview
In addition to being conversant with the concepts, principles, theories and processes associated with the marketing discipline, marketing practitioners must also be able to identify and address strategic marketing decision making issues which invariably arise in all organisations. These strategy related issues require skills in marketing problem diagnosis and in identification and evaluation of potential strategic solutions. It is now widely accepted that a strategic perspective is the essential building block for successful marketing practice and this course provides students with the marketing knowledge and skills necessary for successful marketing strategy decision making.
This course builds upon and consolidates previously acquired knowledge of marketing concepts, principles, theories and processes. The course introduces the theory and practice underpinning strategic marketing planning and develops a sound understanding of strategic analysis and marketing strategy alternatives. Students will get the opportunity to conduct a marketing audit for a selected product or organisation and then build upon this by developing a marketing plan to address specific organisational marketing strategy issues/problems.
Course learning outcomes
On successful completion of this course students should be able to:
- synthesise marketing strategy knowledge, concepts, theories, principles and processes;
- think critically, constructively and logically about marketing strategy related issues, problems and theoretical debates;
- communicate clearly and concisely in presenting relevant marketing strategy knowledge and ideas to a range of audiences;
- apply marketing strategy related knowledge and technical skills to resolve problems and make ethical decisions across a range of institutional, national and global contexts;
- use initiative, creativity and judgement to plan and implement marketing strategy related professional projects.
Topics
| Description | Weighting(%) | |
|---|---|---|
| 1. | Overview of marketing strategy and the strategic marketing planning process | 8.00 |
| 2. | Ethics and social responsibility in marketing decision making | 8.00 |
| 3. | Situation analysis: internal environment | 8.00 |
| 4. | Situation analysis: external environment | 8.00 |
| 5. | SWOT/TOWS analysis and the development of marketing goals/objectives | 8.00 |
| 6. | Common strategic marketing decision making tools/models | 10.00 |
| 7. | Product strategy | 8.00 |
| 8. | Pricing strategy | 8.00 |
| 9. | Distribution and supply chain strategy | 8.00 |
| 10. | Integrated marketing communication strategy | 8.00 |
| 11. | Writing/documenting the marketing plan | 10.00 |
| 12. | Implementation and control of the marketing plan | 8.00 |
Text and materials required to be purchased or accessed
Student workload expectations
To do well in this subject, students are expected to commit approximately 10 hours per week including class contact hours, independent study, and all assessment tasks. If you are undertaking additional activities, which may include placements and residential schools, the weekly workload hours may vary.
Assessment details
| Description | Group Assessment |
Weighting (%) | Course learning outcomes |
|---|---|---|---|
| Report 1 | No | 20 | 1,2,3,4,5 |
| Report 2 | No | 40 | 1,2,3,4,5 |
| Time limited online examinatn | No | 40 | 1,2,4 |