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
| 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
Fee information
Domestic
Commonwealth Supported courses
For information regarding Student Contribution Amounts please visit the Student Contribution Amounts.
Commencing 2015 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
International
Please check the international course and fee list to determine the relevant fees.