Marketing Planning and Strategy

Unit code: BHO3435 | Study level: Undergraduate
Credit points
12
(Generally, 1 credit = 10 hours of classes and independent study.)
Location
City Campus
Footscray Park
Online Real Time
VU Sydney
Prerequisites
BHO1171 - Introduction to Marketing
BHO2434 - Consumer Behaviour
BHO2265 - Integrated Marketing Communications
(Or equivalent to be determined by unit coordinator)
Overview
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Overview

The aim of this unit is to focus on marketing planning and strategy. Marketing strategy is fundamentally concerned with understanding changing market and environmental landscapes, with a view to identifying trends and new business opportunities. The ability to develop sustainable, long term strategies to meet future demand depends on a rich understanding of the direction for change and the underlying drivers of those changes. The unit introduces students to strategic analysis and planning, strategic research methods and advanced written communication skills used to present complex reports.

Learning Outcomes

On successful completion of this unit, students will be able to:

  1. Demonstrate an understanding of the evolution of marketing strategic thought;
  2. Compare, contrast and critically evaluate marketing managerial and strategic approaches to strategy formulation;
  3. Demonstrate an understanding of alternative theoretical frameworks;
  4. Analyse trends and identify growth opportunities in marketing; and
  5. Formulate and recommend appropriate marketing strategies for creating competitive advantage.

Assessment

For Melbourne campuses

Assessment type: Test
|
Grade: 20%
Multiple Choice Test
Assessment type: Case Study
|
Grade: 30%
In-class, open book case study scenario based
Assessment type: Report
|
Grade: 35%
Marketing plan report (Group)
Assessment type: Presentation
|
Grade: 15%
Marketing plan presentation (Group)

Required reading

Strategic Marketing: Creating Competitive Advantage
West, D., Ford. J, Ibrahim, E. (2015) | Oxford University Press

As part of a course

This unit is not compulsory for any specific course. Depending on the course you study, this unit may be taken as an elective.

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