Undergraduate SWI-MKT30016-2023

Marketing Strategy and Planning

Develop your own marketing action plan by drawing on established marketing theories. You’ll write up an associated budget utilising frameworks that measure progress and performance.

Consider everything from pricing to distribution and branding.

Duration

13 weeks

Study method

100% Online

Available loans

HECS-HELP
FEE-HELP

Assessments

100% online

Prior study

Required

Swinburne University of Technology leads the way with innovative and new ways of teaching, learning and thinking. It offers a wide range of study options, from pre-apprenticeships, undergraduate, postgraduate and PhDs, including online degrees with Open Universities Australia. Swinburne is known for career-oriented education and encouraging lifelong learning.

Learn more about Swinburne.

Explore Swinburne courses.

QS Ranking 2023

Times Higher Education Ranking 2023

Need help?

Our student advisors are here to guide you with:

Enrolling and eligibility
Fee and loan information
Credit and recognition for prior learning

2023

Subject details

What you'll learn

Students who successfully complete this subject will be able to:

Develop strategies and research-based responses to address real world issues and problems using relevant decision making theories and frameworks.
Analyse and synthesise information from diverse sources relating to the global competitor environment and global customer base for an organisation.
Prepare an integrated and comprehensive marketing plan and associated budget to meet a company’s overall mission.
Apply teamwork knowledge and skills in effective collaboration across a range of activities and contexts.

Topics covered

- 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 should not enrol in this subject if you have successfully completed any of the following subject(s) because they are considered academically equivalent:

SWI-MKT30013 (Not currently available)
SWI-MAR331 (Not currently available)

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

one of

SWI-MKT20025-Consumer Behaviour (No longer available)
SWI-MAR210 (Not currently available)

and one of

SWI-MKT10007-Fundamentals of Marketing (No longer available)
MON-MAR11 (Not currently available)
SWI-MAR110 (Not currently available)
GRF-MKT103-Introduction to Marketing (No longer available)

Others

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

Additional requirements

No additional requirements

Description

This subject aims to develop an understanding of the essential elements of marketing strategy, such as strategy formulation, planning, implementation and control in the contemporary business environment. This subject also aims to develop a student's analytical and creative skills in applying strategic decision-making frameworks to particular offerings, and to prepare a comprehensive strategy and plan that delivers the desired business outcomes. To design an effective marketing strategy to create and sustain superior performance, students will research, analyse and synthesise critical information from diverse sources. Students will apply these skills and knowledge into practical, realistic and dynamic global environments.

Assessments

Marketing plan - Group (30-50%)
Case Study - Individual (20-30%)
Portfolio - Individual (30-40%)

Textbooks

For textbook details check your university's handbook, website or learning management system (LMS).