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: 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
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.||Intellectual rigour||Creativity||Knowledge of a discipline||Communication and social skills||Cultural competence|
|2||Undertake formal strategic planning methods including portfolio analysis, market attractiveness-business position assessment, experience curves and the PIMS (Profit Impact of Market Strategy) project.||Intellectual rigour||Creativity||Knowledge of a discipline||Communication and social skills||Cultural competence|
|3||Organise for effective strategic marketing and implementation of the market planning process.||Intellectual rigour||Ethical practice|
- No prescribed texts.
Teaching and assessment
|Lecture online 1 hour (12 weeks)|
|Exam: closed book||50%|
Papua New Guinea - IBSU Port Moresby
|Exam: closed book||50%|
Commonwealth Supported courses
For information regarding Student Contribution Amounts please visit the Student Contribution Amounts.
Commencing 2017 Commonwealth Supported only. Student contribution band: 3
Please check the international course and fee list to determine the relevant fees.