Strategic Marketing Planning Project
MAR331
Overview
Level of study: What does Undergraduate Level 3 mean?
Undergraduate Level 3
EFTSL: What does EFTSL mean?
0.125
Delivery Method: What does delivery method mean?
Fully Online
Prerequisites: What are the prerequisites?
Duration:
13 weeks
Domestic student fee:
$1,178.00 (AUD)
HECS student fee:
$1,178.00 (AUD)
International student fee:
$1,403.00 (AUD)
Description
In the highly competitive and turbulent business world, it is particularly important for Australian companies to carefully analyse their strategic planning, sharpen their business analysis skills and see beyond the geographical or product-based boundaries of the markets in which they currently compete. Acquiring and maintaining competitive advantage by having a consistently superior business/marketing planning system will be one of the most vital strengths of successful businesses of the future. This unit gives you the opportunity to acquire a working understanding of various methods of organisational and marketing planning, along with the ability to apply them appropriately in developing and implementing marketing strategies that respond to the challenges of the environment. The aim of this unit is to examine the concepts of planning and strategy (particularly in a marketing context), the role and methods of strategic analysis, and issues related to strategy formulation, implementation and control. It focuses on the marketing planning process as a key tool in an organisation's interaction with its environment.
Please note: Assessment values are indicative only; details will be advised at the start of the unit.
Prerequisites
Equivalent units
You cannot enrol in this unit if you have successfully completed any of the following unit(s) because they are considered academically equivalent:
- MAR220 — Marketing Planning
Mandatory prerequisites
You must have successfully completed the following unit(s) before starting this unit:
- MAR110 — Marketing Concepts
If you have completed equivalent study at another university, please contact a Student Advisor for advice.
Learning Outcomes
At the completion of this unit students will be able to:
- discern the essential elements of an organisation's broad environment and current situation
- synthesise diverse information to enable critical evaluation of an organisation in a competitive arena
- integrate critical evaluation with the development of marketing strategies
- propose and justify alternative marketing strategies to solve real marketing problems
- refine the necessary analytical and problem solving skills based on existing frameworks, theories and empirical generalisations
- implement a systematic approach to the development of marketing strategy and the program decisions needed to implement the overall marketing strategy (by developing a Marketing Plan).
Topics
This unit addresses the following topics.
| Number | Topic |
|---|---|
| 1 | Introduction to Strategy |
| 2 | Synthesise information from a variety of business sources |
| 3 | Develop problem identification and problem solving skills |
| 4 | Developing strategic competitive advantage (SCA) |
| 5 | Conducting detailed situation analyses (SWOT) |
| 6 | Assessing various strategic classification models and generic strategies |
| 7 | Making strategic decisions for diverse markets and competitive environments |
| 8 | Linking planning with strategic development |
| 9 | Using the marketing management process to plan and develop a Strategic Marketing Plan (SMP) |
Study Resources
This unit is delivered using the following methods and materials:
Print based materials
- Study Guide
Online materials
- Printable format materials
Textbooks are subject to change within the academic year. Students are advised to purchase their books no earlier than one to two months before the start of a unit.
Click on the titles of the listed books below to find out more:
Required textbooks
Recommended textbooks
Relevant Courses
This unit is part of a major, minor, stream or specialisation in the following courses:
This unit is an approved elective in the following courses:
- Bachelor of Behavioural Studies (Psychology), Swinburne University of Tnlgy
- Bachelor of Behavioural Studies, Swinburne University of Tnlgy
- Bachelor of Business, Swinburne University of Tnlgy
This unit may be eligible for credit towards other courses:
- Many undergraduate courses on offer through OUA include 'open elective' where any OUA unit can be credited to the course. You need to check the Award Requirements on the course page for the number of allowed open electives and any level limitations.
- In other cases, the content of this unit might be relevant to a course on offer through OUA or elsewhere. In order to receive credit for this unit in the course you will need to supply the provider institution with a copy of the Unit Profile in the approved format, which you can download here. Note that the Unit Profile is set at the start of the year, and if textbooks change this may not match the Unibooks textbook list.
