Marketing Strategy

Unit code: BHO5525 | Study level: Postgraduate
(Generally, 1 credit = 10 hours of classes and independent study.)
City Campus


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.


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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