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Not currently available in 2016
Unit Summary
Unit type
UG Coursework Unit
Credit points
12
AQF level
Level of learning
Advanced
Former School/College
Pre-requisites
132 credit points in any SCU units AND MKT00102 - Consumer Behaviour
Unit aim
Unit content
Topic 1: Introduction to Strategic Marketing
Topic 2: Strategic Analysis - Focusing on the Customer
Topic 3: Market Measurement and Forecasting
Topic 4: Strategy Formulation and Strategy Selection: Portfolio Analysis
Topic 5: Strategic Tools - Experience Curve Concept, Scenario Analysis, Delphi Technique
Topic 6: Strategic Tools - Profit Impact of Market Strategy (PIMS), Trend-Impact Analysis, Cross-Impact Analysis
Topic 7: Product Strategies
Topic 8: Pricing Strategies
Topic 9: Distribution Strategies
Topic 10: Promotion Strategies
Learning outcomes
Unit Learning Outcomes express learning achievement in terms of what a student should know, understand and be able to do on completion of a unit. These outcomes are aligned with the graduate attributes. The unit learning outcomes and graduate attributes are also the basis of evaluating prior learning.
On completion of this unit, students should be able to: | GA1 | GA2 | GA3 | GA4 | GA5 | GA6 | GA7 | |
---|---|---|---|---|---|---|---|---|
1 | Critically discuss elementary analytical concepts for application to companies, customers, competitors, environmental trends, market characteristics, company capabilities, and cost dynamics. | |||||||
2 | Demonstrate formal strategic planning methods including portfolio analysis, market attractiveness-business position assessment, experience curves and the PIMS (Profit Impact of Market Strategy) project. | |||||||
3 | Demonstrate skills in planning and organisation for effective strategic marketing and implementation of the market planning process. |
On completion of this unit, students should be able to:
-
Critically discuss elementary analytical concepts for application to companies, customers, competitors, environmental trends, market characteristics, company capabilities, and cost dynamics.
- GA3:
- GA4:
- GA6:
- GA7:
-
Demonstrate formal strategic planning methods including portfolio analysis, market attractiveness-business position assessment, experience curves and the PIMS (Profit Impact of Market Strategy) project.
- GA3:
- GA4:
- GA6:
- GA7:
-
Demonstrate skills in planning and organisation for effective strategic marketing and implementation of the market planning process.
- GA3:
- GA4:
- GA6:
- GA7: