Marketing Strategy

Unit code: BHO5525 | Study level: Postgraduate
12
(One credit point is usually equivalent to one hour of study per week)
City Campus
City Flinders
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

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

As part of a course

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

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