Business and Marketing Planning

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 1008	Buyer and Consumer Behaviour
MARK 1010	Marketing Principles: Trading and Exchange

Students must have successfully completed the above courses plus fourteen 4.5 unit courses.

Corequisite(s)

Nil

Teaching method

Component	Duration
INTERNAL, CITY WEST
Lecture	2 hours x 13 weeks
Tutorial	1 hour x 13 weeks
EXTERNAL, CITY WEST, DISTANCE EDUCATION
External (Moderated weekly online student discussion forums)	1.5 hours equiv x 12 weeks
External (Moderated discussion forums (one shared with internal students & one exclusively for external students))	1.5 hours equiv x 13 weeks
INTERNAL, OFFSHORE, HONG KONG BAPTIST UNIVERSITY
Workshop	3 hours x 10 weeks
INTERNAL, OFFSHORE, TAYLOR'S BUSINESS SCHOOL
Lecture	2 hours x 14 weeks
Tutorial	2 hours x 13 weeks
INTERNAL, OFFSHORE, M2 EDUCATION (SINGAPORE) PTE LTD
Workshop	2.5 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

Critical analysis of assigned literature., Examination, Major Research Essay, Weekly contribution to tasks.

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.