Marketing Strategy and Planning

Course aim

To develop an understanding of different conceptual models used in crafting marketing strategy; and to develop applied skills in marketing planning and decision making.

Course content

The following topics will be covered in this course: The stochastic behaviour of markets and the challenge that it presents to marketing planners; using conceptual models to get different perspectives of a market; deciding on a strategic position; using market analysis tools; making a marketing decisions; budgeting and measuring performance; anticipating contingencies and scenarios; and allowing for improvisation and dealing with competitors and identifying potential collaborators.

Textbook(s)

Wood MB 2010, Essential guide to marketing planning, 2nd edn, Pearson, Sydney

Prerequisite(s)

Common to all relevant programs
Subject Area & Catalogue Number	Course Name
MARK 5032	Influencing Consumer Behaviour
MARK 5025	Marketing Management
MARK 5064	Marketing Information and Analysis

The above courses plus one marketing elective.

Corequisite(s)

Nil

Teaching method

Component	Duration
INTERNAL, CITY WEST
Seminar	3 hours x 10 weeks
EXTERNAL, CITY WEST, DISTANCE EDUCATION
External (Moderated online student discussion groups)	N/A 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

Analysis of Business Environment: Individual, Assignment 2 (individual), Marketing Plan (Groups of 1, 2 or 3)

Fees

EFTSL*: 0.125
Commonwealth Supported program (Band 3A)
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
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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.