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Melbourne N/A
Term4
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Term4
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Term4
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Term4

Unit Summary

Unit type

UG Coursework Unit

Credit points

12

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.

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.
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.
  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.

Prescribed texts

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