Availabilities:
2021 unit offering information will be available in November 2020
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.
| 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 | |||||
On completion of this unit, students should be able to:
- Critically discuss elementary analytical concepts for application to companies, customers, competitors, environmental trends, market characteristics, company capabilities, and cost dynamics.
- GA1: Intellectual rigour
- GA2: Creativity
- GA4: Knowledge of a discipline
- GA6: Communication and social skills
- GA7: Cultural competence
- Undertake formal strategic planning methods including portfolio analysis, market attractiveness-business position assessment, experience curves and the PIMS (Profit Impact of Market Strategy) project.
- GA1: Intellectual rigour
- GA2: Creativity
- GA4: Knowledge of a discipline
- GA6: Communication and social skills
- GA7: Cultural competence
- Organise for effective strategic marketing and implementation of the market planning process.
- GA1: Intellectual rigour
- GA3: Ethical practice
Teaching and assessment
Fee information
Domestic
Commonwealth Supported courses
For information regarding Student Contribution Amounts please visit the Student Contribution Amounts.
Commencing 2021 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.