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: Planning and Strategy Concepts

Topic 2: Strategic Marketing

Topic 3: Corporate Appraisal, Understanding Competition

Topic 4: Focusing on the Customer, Scanning the Environment

Topic 5: Measuring Strengths and Weaknesses

Topic 6: Setting Goals and Objectives

Topic 7: Portfolio Analysis

Topic 8: Strategic Tools

Topic 9: Market and Product Strategies

Topic 10: Pricing Strategies

Topic 11: Distribution Strategies

Topic 12: 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

Prescribed texts

Session 2

  • No prescribed texts.
Prescribed texts may change in future study periods.

Teaching and assessment

Gold Coast

Teaching method
Lecture online 1 hour (12 weeks)
Tutorial on-site 2 hours (12 weeks)
Case study20%
Marketing plan30%
Exam: closed book50%


Teaching method
Lecture online 1 hour (12 weeks)
Case study20%
Marketing plan30%
Exam: closed book50%

Papua New Guinea - IBSU Port Moresby

Teaching method
Workshop on-site
Case study20%
Marketing plan30%
Exam: closed book50%

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 2017 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.