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MKTG313 - Strategic Marketing and Planning

Unit Rationale, Description, and Aim

Strategic Marketing and Planning is the capstone unit of the marketing major, bringing together the marketing knowledge and skills developed throughout the major. It provides students with the opportunity to demonstrate these skills through the creation of a well-researched, realistic marketing plan. The unit covers material such as the processes involved in strategic marketing planning, design of competitive marketing strategies, and the implementation and control of strategic marketing plans based on competitive differential advantage.

Learning Outcomes

• Critically reflect on how to use a variety of analytical tools and frameworks in strategic marketing, and incorporate self-reflections on learning.
• Apply relevant knowledge to design a marketing strategy, based on competitive advantage, taking into account customer needs and incorporating consumer-driven trends toward sustainable marketing practices.
• Develop a strategic marketing plan, mobilising essential organisational resources and including relevant inputs/analysis for the achievement of long-term organisational goals.
• Apply marketing tactics, such as marketing programs, schedules, and budgets in the implementation of the strategic marketing plan.
• Exemplify accurate referencing and professional writing through the use of relevant information from appropriate high-quality sources to support points made, including accurate referencing.

Unit Content

Topics will include:

• Strategic planning and the strategic marketing plan
• Conducting situation analysis and assessing market opportunities
• Competitive marketing strategies and competitive advantage
• Issues of stewardship and subsidiarity affecting marketing strategy and implementation
• Implementation and control of strategic marketing plans

Assessment Strategy and Rationale

To pass this unit, students must demonstrate mastery of all learning outcomes and achieve an overall mark of at least 50%. Each assessment task is marked in accordance with rubrics specifically developed to measure the level of achievement for the corresponding learning outcomes.

Overview of Assessments

1. Assessment Task 1: Marketing Simulation - Between weeks 2 and 11, students will work together in groups to engage in an immersive marketing simulation that replicates real-world scenarios.
2. Assessment Task 2: Video (Marketing Strategy) - This assessment task consists of an 8-minute marketing strategy video accompanied by a hard copy of the presentation slides.
3. Assessment Task 3: Marketing Plan - This assessment task consists of a 2000-word written marketing plan.

Learning and Teaching Strategy and Rationale

The learning and teaching strategy is based on student engagement in the learning process by participation in workshops or equivalent and practical activities designed to reinforce learning. The unit takes an active learning approach to guide students in the development, knowledge, and processes utilised by organisations to develop sound strategic marketing and planning.

Representative Texts and References

• Benkenstein, M., & Brock, C. (2021). Strategisches Marketing: ein wettbewerbsorientierter Ansatz. Kohlhammer Verlag.
• Campbell, A., Deshpande, S., Kumar, S., Rundle-Thiele, S., & West, T. (2023). Input, outcome, and impact: A program-informed model to improve the effectiveness of corporate social marketing. Social Marketing Quarterly, (4), 319-349.
• Craven, D., Piercy, N. (2017) Strategic Marketing, EBOOK, 1st ed. McGraw-Hill
• Ferrell, O C, Hartline, M and Hochstein, B W 2020 Marketing Strategy, 8th Ed Cengage
• Hooley, G., Piercy, N.F., Nicoulaud, B., and Rudd, J.M. and Lee. N. (2020), Marketing Strategy & Competitive Positioning, 7th Edition, Pearson UK
• Olson, E. M., Olson, K. M., Czaplewski, A. J., & Key, T. M. (2021). Business strategy and the management of digital marketing. Business horizons, (2), 285-293.
• Palmatier, R. W. and Sridhar, S (2017), Marketing Strategy based on First Principles and Data Analytics, Macmillan
• Reed, P. (2015) Strategic Marketing: Decision Making & Planning, 4th Edition, Cengage
• Sodiqova, N. T., & Qudratova, G. M. (2024). ENTERPRISE MARKETING STRATEGY. MODERN EDUCATIONAL SYSTEM AND INNOVATIVE TEACHING SOLUTIONS, (3), 259-265.
• Wood, Benjamin, et al. "Market strategies used by processed food manufacturers to increase and consolidate their power: a systematic review and document analysis." Globalization and health 17 (2021): 1-23.

Locations

• Brisbane
• Melbourne
• North Sydney
• Online

Credit Points

10

Year

2026