The systematic approach that underpins this unit allows students to analyse, evaluate and apply advanced marketing frameworks, concepts and methods to make strategic marketing decisions that sustain a broader corporate strategy. The unit design and content ensures that students contextualise theoretical propositions, use evidence-based corroboration and empirical knowledge to develop the most appropriate strategies in a given context. The unit's focus is on the development of a marketing strategy within the scope of a company's overall objectives.

Unit details

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Learning Outcomes

On successful completion of this unit, students will be able to:
  1. Critique the formal planning procedures to assist organisations in developing better marketing strategies;  
  2. Critically evaluate strategic management philosophies including the assumptions behind segmentation, targeting and positioning;  
  3. Evaluate a range of alternative strategies in meeting an organisation's objectives;  
  4. Formulate a marketing strategy based on justifying and interpreting theoretical propositions in evidence-based professional decision-making; and  
  5. Defend and justify the implications of alternative theoretical frameworks associated with applying alternative strategic marketing plans.  


Assessment type Description Grade
Presentation Presentation on a case study and discussion 15%
Case Study Case Study on marketing strategy 35%
Report Strategic Marketing Plan on chosen business (group) 50%

Required reading

Marketing Strategy and Competitive Positioning 7th ed
Hooley, G., Nicoulaud, B., Rudd, J. and Lee, N. (2020)
Pearson: Harlow.

Where to next?

As part of a course

This unit is studied as part of the following courses. Refer to the course page for information on how to apply for the course.

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