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
Location:
Remote
Study level:
Postgraduate
Credit points:
12
Unit code:
BHO5525
Get help
- Visit a student service centre
- 1300 VIC UNI (1300 842 864)
- Chat with us online
- Ask questions at GOTOVU
- Visit the glossary
Find a different unit
Learning Outcomes
| 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
| 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.
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.
