Marketing Strategy and Planning - 2017

Unit summary


  • Level of Study: Undergraduate Level 3
  • Study load: 0.125 EFTSL
  • Delivery method: Fully Online
  • Prerequisites: Yes
  • Duration: 13 weeks
  • Government loans available: FEE-HELP, HECS-HELP
  • Availability for 2017: SP1 , SP3
  • Availability for 2018: SP1
  • Assessment: Assignment 1 - Marketing Plan (Group) 30-40% , Assignment 2 - Marketing Plan (Indiv.) 10-20% - Learn more

Unit provided by

2017 Fees
Domestic 2,893.00
Domestic continuing 1,383.00
HECS 1,324.00
International 3,143.00
International continuing 1,633.00

Tuition fees are reduced for continuing registered SWI students.
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Please note: This unit was previously known as MKT30013 Strategic Marketing Planning Project

This unit develops a student's analytical and creative skills in using appropriate tools to take a product or service and prepare a comprehensive strategy and plan to deliver the desired results for a business. To do this, students will be able to select, using rational selection criteria, an appropriate strategy that will perform best in the dynamic competitive context of a business's global environment.

Please note: assessment values are indicative only, details will be advised at the start of the unit.

On successful completion of this unit, student should be able to:

  1. Analyse and solve problems using frameworks and relevant theories in making informed decisions and judgements in developing and executing strategies and research based responses to address real world issues and problems
  2. Analyse and synthesize information from diverse sources relating to the global competitor environment and global customer base for an organisation
  3. Prepare an integrated and comprehensive product/service action plan and associated budget to meet a company’s overall mission
  4. Apply team work knowledge and skills in effective collaboration across a range of complex activities and contexts.
  • Assignment 1 — Marketing Plan (Group) 30-40%
  • Assignment 2 — Marketing Plan (Indiv.) 10-20%
  • Case Study — (Group) 10-20%
  • Portfolio — (Individual) 30-50%

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:

  • MKT30013 — Strategic Marketing Planning Project

Mandatory prerequisites

You must have successfully completed the following unit(s) before starting this unit:

If you have completed equivalent study at another university, please contact a Student Advisor for advice.

Students must have completed 3 units in the Marketing discipline.

This unit addresses the following topics.

1Introduction to marketing strategy and planning
2Conducting a detailed situation analysis including industry and market analyses
3Linking planning with strategic development: Setting marketing objectives
4Developing strategic competitive advantage
5Customer profiling, targeting and positioning
6Developing product, brand, pricing, distribution and marketing communication strategies
7Frameworks to measure progress and performance
8Control and implementation of the marketing plan

Each unit offered through OUA provides students with unit information that includes assessment topics and due dates, policy information and contact numbers for university support and academic staff. Study materials will also clearly outline each week's topic, readings, student activities and the format of all assessment.

This unit is part of a major, minor, stream or specialisation in the following courses:

This unit may be eligible for credit towards other courses:

  1. 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.
  2. 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 Co-Op textbook list.

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

  • Strategic Marketing

    By:Douglas West & John Ford & Ess

    ISBN: 9780199684090


    Supplier:Go to The Co-op Bookshop

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