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Unit Summary

Unit type

UG Coursework Unit

Credit points

12

AQF level

7

Level of learning

Advanced

Pre-requisites

132 credit points in any SCU units AND MKT00102 - Consumer Behaviour

Unit aim

Presents a set of normative procedures that can be utilised to generate a range of innovative strategic options and a basis to choose a rational program for action. Issues in strategic marketing planning will be explored in depth and at a relatively advanced level. Understanding of the conceptual and theoretical basis of strategy is developed in an applied context.

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.

GA1: , GA2: , GA3: , GA4: , GA5: , GA6: , GA7:
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:

  1. Critically discuss elementary analytical concepts for application to companies, customers, competitors, environmental trends, market characteristics, company capabilities, and cost dynamics.
    • GA3:
    • GA4:
    • GA6:
    • GA7:
  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.
    • GA3:
    • GA4:
    • GA6:
    • GA7:
  3. Demonstrate skills in planning and organisation for effective strategic marketing and implementation of the market planning process.
    • GA3:
    • GA4:
    • GA6:
    • GA7: