Business and Marketing Planning
Course Level Undergraduate
Area/Catalogue
MARK 3009
Course Level
Undergraduate
Offered Externally
Yes
Note: This offering may or may not be scheduled in every study period. Please refer to the timetable for further details.
Course ID
006440
Unit Value
4.5
University-wide elective course
No
Course owner
School of Marketing
Course aim
To develop each student’s ability to identify, analyse, conceptualise and form an opinion on strategic issues relevant to business and marketing planning; and to synthesise innovative solutions to everyday business and marketing problems.
Course content
This course encourages students to explore the literature and develop their understanding of the principles of business and marketing planning so that they can apply them to the practical situations that they will encounter in their career. Topics include the connections between strategy, marketing and revenue generation; the stochastic behaviour of market systems and how that enables and requires an emergent approach to strategy and planning; using Scenario thinking, game theory, and other conceptual frameworks to find a balance between planned and emergent approaches to marketing strategies; the importance of improvisation in marketing planning and how to manage it; tools and models for market analysis; how to plan, implement and evaluate business and marketing strategies; and how to deal with the obstacles to effective marketing planning.
Textbook(s)
Hooley, G, Piercy, N F and Nicoulaud, B 2012, Marketing Strategy and Competitive Positioning, 5th edn, Pearson, Harlow, United Kingdom
Prerequisite(s)
| Common to all relevant programs | |
|---|---|
| Subject Area & Catalogue Number | Course Name |
| MARK 1010 | Marketing Principles: Trading and Exchange |
| MARK 1008 | Buyer and Consumer Behaviour |
Students must have successfully completed the above courses plus twelve 4.5 unit courses.
Corequisite(s)
Nil
Teaching method
| Component | Duration | ||
|---|---|---|---|
| INTERNAL, CITY WEST | |||
| Lecture | 2 hours x 10 weeks | ||
| Tutorial | 1 hour x 10 weeks | ||
| EXTERNAL, CITY WEST, DISTANCE EDUCATION | |||
| External (Moderated weekly online student discussion forums) | 1.5 hours equiv x 10 weeks | ||
| External (Moderated discussion forums (one shared with internal students & one exclusively for external students)) | 1.5 hours equiv x 10 weeks | ||
| INTERNAL, OFFSHORE, HONG KONG BAPTIST UNIVERSITY | |||
| Workshop | 3 hours x 10 weeks | ||
Note: These components may or may not be scheduled in every study period. Please refer to the timetable for further details.
Assessment
Case study, Continuous assessment, Examination
Fees
EFTSL*: 0.125
Commonwealth Supported program (Band 3)
To determine the fee for this course as part of a Commonwealth Supported program, go to:
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Fee-paying program for domestic and international students
International students and students undertaking this course as part of a postgraduate fee paying program must refer to the relevant program home page to determine the cost for undertaking this course.
Non-award enrolment
Non-award tuition fees are set by the university. To determine the cost of this course, go to:
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Not all courses are available on all of the above bases, and students must check to ensure that they are permitted to enrol in a particular course.
* Equivalent Full Time Study Load. Please note: all EFTSL values are published and calculated at ten decimal places. Values are displayed to three decimal places for ease of interpretation.
Course Coordinators
Degrees this course is offered in
