Marketing Strategy and Planning

Course aim

To develop students' knowledge of the role of marketing strategy and planning to underpin long-term organisational performance.  Students will learn about major trends and events shaping business strategy and develop the ability to identify pertinent issues and link them together to create a coherent marketing plan.

Course content

Environmental analysis – internal and external analysis to identify occurrences, trends and other information to determine strengths and weaknesses as well as opportunities and threats; major trends and changes occurring in the world and what they mean for business and marketing; customer and competitor analysis; deriving a sensible marketing plan from information gathered via environmental analysis; budgeting and forecasting; key concepts in strategy; principles of pricing; empirical generalisations and how they can help marketing planning.

Textbook(s)

Nil

Prerequisite(s)

Corequisite(s)

Nil

Teaching method

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 4C)
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.