Marketing Strategy

Unit code: BHO5525 | Study level: Postgraduate
Credit points
12
(Generally, 1 credit = 10 hours of classes and independent study.)
Location
City Campus
Prerequisites
N/A
Overview
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Overview

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.

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

For Melbourne campuses

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

Required reading

Students will have access to required readings via VU Collaborate and are not required to purchase the listed textbook.

Marketing Strategy and Competitive Positioning
Hooley, G., Nicoulaud, B., Rudd, J. and Lee, N. (2024)| Pearson: Harlow.

As part of a course

This unit is studied as part of the following course(s):

Master of Marketing
BMKT | Masters (coursework) degree | Duration: 2 years

Refer to the course page for information on how to apply for the course. 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.

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