Subject details

Students who successfully complete this subject will be able to:

  1.  Develop strategies and research-based responses to address real world issues and problems using relevant decision making theories and frameworks
  2. Analyse and synthesise 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 activities and contexts.
  • Topics

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

Entry Requirements

Equivalent Subjects

You cannot enrol in this unit if you have successfully completed any of the following subject(s) because they are considered academically equivalent:

  • SWI-MKT30013
  • SWI-MAR331

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

SWI-MKT20025-Consumer Behaviour , or SWI-MAR210
SWI-MKT10007-Fundamentals of Marketing , or MON-MAR11, or SWI-MAR110, or GRF-MKT103-Introduction to Marketing


Students must have completed 175 Credit Points (14 subjects) and, MKT10007 (or AVA10004) AND MKT20025.

Special requirements

No special requirements

Please note: This subject was previously known as MKT30013 Strategic Marketing Planning Project

This subject 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 subject.

  • Assignment 1 - Case Study - Individual (10-20%)
  • Assignment 2 - Portfolio — Individual (30-50%)
  • Assignment 3 - Assignment 1 — Group Marketing Plan (40-50%)

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 subject.

View textbooks

Related degrees