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.
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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.
- 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
You cannot enrol in this subject if you have successfully completed any of the following subject(s) because they are considered academically equivalent:
You must have successfully completed the following subject(s) before starting this subject:
Students must have completed 175 Credit Points (14 subjects) and, MKT10007 (or AVA10004) and MKT20025.
No special requirements
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.
- Marketing plan - Group (30-50%)
- Case Study - Individual (20-30%)
- Portfolio - Individual (30-40%)