Availabilities:

Location Domestic International
Gold Coast Session 2 Session 2
Melbourne N/A Session 2
Online Session 2 Session 2
Papua New Guinea - IBSU Port Moresby N/A Session 2
Perth N/A Session 2
Sydney N/A Session 2

Unit Summary

Unit type

UG Coursework Unit

Credit points

12

AQF level

7

Level of learning

Advanced

Former School/College

Former School of Business and Tourism

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: Planning and Strategy Concepts

Topic 2: Strategic Marketing

Topic 3: Corporate Appraisal, Understanding Competition

Topic 4: Focusing on the Customer, Scanning the Environment

Topic 5: Measuring Strengths and Weaknesses

Topic 6: Setting Goals and Objectives

Topic 7: Portfolio Analysis

Topic 8: Strategic Tools

Topic 9: Market and Product Strategies

Topic 10: Pricing Strategies

Topic 11: Distribution Strategies

Topic 12: 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 Undertake formal strategic planning methods including portfolio analysis, market attractiveness-business position assessment, experience curves and the PIMS (Profit Impact of Market Strategy) project.
3 Organise 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.
    • GA1:
    • GA2:
    • GA4:
    • GA6:
    • GA7:
  2. Undertake formal strategic planning methods including portfolio analysis, market attractiveness-business position assessment, experience curves and the PIMS (Profit Impact of Market Strategy) project.
    • GA1:
    • GA2:
    • GA4:
    • GA6:
    • GA7:
  3. Organise for effective strategic marketing and implementation of the market planning process.
    • GA1:
    • GA3:

Prescribed texts

  • No prescribed texts.
Prescribed texts may change in future teaching periods.