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.
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
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
|On completion of this unit, students should be able to:||GA1||GA2||GA3||GA4||GA5||GA6||GA7|
|1||Critically discuss elementary analytical concepts for application to companies, customers, competitors, environmental trends, market characteristics, company capabilities, and cost dynamics.||Ethical practice||Knowledge of a discipline||Communication and social skills||Cultural competence|
|2||Demonstrate formal strategic planning methods including portfolio analysis, market attractiveness-business position assessment, experience curves and the PIMS (Profit Impact of Market Strategy) project.||Ethical practice||Knowledge of a discipline||Communication and social skills||Cultural competence|
|3||Demonstrate skills in planning and organisation for effective strategic marketing and implementation of the market planning process.||Ethical practice||Knowledge of a discipline||Communication and social skills||Cultural competence|
Teaching and assessment
Commonwealth Supported courses
For information regarding Student Contribution Amounts please visit the Student Contribution Amounts.
Commencing 2014 Commonwealth Supported only. Student contribution band: 3
Please check the international course and fee list to determine the relevant fees.