This unit provides students with a systematic approach to evaluate and apply advanced marketing frameworks, concepts and methods to make strategic marketing decisions that sustain a broader corporate strategy. The unit is presented in a critical manner, ensuring students contextualise theoretical propositions, and the use of evidence-based corroboration which allow the student to use empirical knowledge to develop the most appropriate strategies in practice. The focus will be to develop and design marketing strategy within the scope of a company's overall objectives.

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 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 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.  

Assessment

Assessment type Description Grade
Presentation Presentation and discussion 25%
Case Study Case Study on marketing strategy (Group) 35%
Report Strategy Plan 40%

Required reading

Marketing Strategy and Competitive Positioning (6th Ed.)
Hooley, G, B., Piercy, N., Nicoulaud, B., & Rudd, J. (2017).
Essex, UK: Pearson.

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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