Unit description

Presents a set of normative procedures that can be utilised to generate a range of innovative strategic options and a basis to choose a rational program for action. Issues in strategic marketing planning will be explored in depth and at a relatively advanced level. Understanding of the conceptual and theoretical basis of strategy is developed in an applied context.

Unit content

Topic 1: Introduction to Strategic Marketing

Topic 2: Strategic Analysis - Focusing on the Customer

Topic 3: Market Measurement and Forecasting

Topic 4: Strategy Formulation and Strategy Selection: Portfolio Analysis

Topic 5: Strategic Tools - Experience Curve Concept, Scenario Analysis, Delphi Technique

Topic 6: Strategic Tools - Profit Impact of Market Strategy (PIMS), Trend-Impact Analysis, Cross-Impact Analysis

Topic 7: Product Strategies

Topic 8: Pricing Strategies

Topic 9: Distribution Strategies

Topic 10: Promotion Strategies

Learning outcomes

Unit Learning Outcomes express learning achievement in terms of what a student should know, understand and be able to do on completion of a unit. These outcomes are aligned with the graduate attributes. The unit learning outcomes and graduate attributes are also the basis of evaluating prior learning.

Learning outcomes and graduate attributes

Teaching and assessment


Intensive offerings may or may not be scheduled in every session. Please refer to the timetable for further details.

Southern Cross University employs different teaching methods within units to provide students with the flexibility to choose the mode of learning that best suits them. SCU academics strive to use the latest approaches and, as a result, the learning modes and materials may change. The most current information regarding a unit will be provided to enrolled students at the beginning of the study session.

Fee information


Commonwealth Supported courses
For information regarding Student Contribution Amounts please visit the Student Contribution Amounts.
Commencing 2014 Commonwealth Supported only. Student contribution band: 3

Fee paying courses
For POSTGRADUATE or UNDERGRADUATE full fee paying courses please check Domestic Postgraduate Fees OR Domestic Undergraduate Fees


Please check the international course and fee list to determine the relevant fees.