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.

This course also provides students with the practical and theoretical knowledge necessary to evaluate marketing opportunities and prepare a marketing plan.

Course content

Environmental analysis – internal and external analyis to identify occurrences, trends and other information to determine strengths, 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)

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 5025	Marketing Management
MARK 5032	Influencing Consumer Behaviour
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 (Weekly podcast seminars)	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

Continuous assessment, Examination, Group assignment with peer assessment (Marketing Plan (groups of 1,2 or 3)), Presentation

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.