This unit reviews the theoretical underpinnings of marketing strategies. The unit is presented in a critical manner, ensuring students contextualise theoretical propositions, and the use of evidence-based corroboration allows the student to use empirical knowledge to develop the most appropriate strategies in practice.

Unit details

Study level:
Postgraduate
Credit points:
12
Unit code:
BHO5525

Learning Outcomes

On successful completion of this unit, students will be able to:
  1. Critique whether formal planning procedures assist organisations in developing better marketing strategies and present this through individual and group based tasks;  
  2. Critically evaluate strategic management philosophies including the assumptions behind segmentation, targeting and positioning and outline these in both individual and group based work;  
  3. Generate and evaluate a range of alternative strategies in meeting the 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 and elucidate these through individual and group-based assignments.  

Assessment

Assessment type Description Grade
Test Questions and Case Study 15%
Essay Individual Assignment 25%
Presentation Group Presentation 20%
Report Group Assignment 40%

Required reading

Marketing Strategy and Competitive Positioning (Fifth Edition)
Hooley, G, B. Nicouland and N. Piercy (2011)
Pearson, Essex.

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.

Study a single unit

This unit may be available as a single unit of study.

Find out more about how to apply for single units of study at VU.

VU takes care to ensure the accuracy of this unit information, but reserves the right to change or withdraw courses offered at any time. Please check that unit information is current with the Student Contact Centre.