| Effective Term: | 2024/05 |
| Institute / School : | Institute of Innovation, Science & Sustainability |
| Unit Title: | Marketing Strategy and Analysis |
| Unit ID: | BUMKT3702 |
| Credit Points: | 15.00 |
| Prerequisite(s): | (BUMKT1501 or JM501 or SPMAN1002) |
| Co-requisite(s): | Nil |
| Exclusion(s): | Nil |
| ASCED: | 080505 |
| Other Change: | |
| Brief description of the Unit |
This course will provide students specialising in marketing with a capstone experience. Building on previous marketing courses, it integrates components of the program via the study of strategic processes within contemporary organisations. Marketing Strategy and Analysis provides the knowledge and skills necessary to conceive and develop strategic marketing plans for products and services. This course will foster the development of business acumen and skills through its emphasis on authentic real-world tasks, thus preparing students for a career in business. |
| Grade Scheme: | Graded (HD, D, C, P, MF, F, XF) |
| Work Experience Indicator: |
| No work experience |
| Placement Component: No |
| Supplementary Assessment:Yes |
| Where supplementary assessment is available a student must have failed overall in the Unit but gained a final mark of 45 per cent or above, has completed all major assessment tasks (including all sub-components where a task has multiple parts) as specified in the Unit Description and is not eligible for any other form of supplementary assessment |
| Course Level: |
| Level of Unit in Course | AQF Level(s) of Course | | 5 | 6 | 7 | 8 | 9 | 10 | | Introductory | | | | | | | | Intermediate | | | | | | | | Advanced | | |  | | | |
|
| Learning Outcomes: |
| Knowledge: |
| K1. | Distinguish between managerial and strategic perspectives in marketing, including corporate, SBU, and product level strategies |
|
| K2. | Identify and analyse dynamic marketing environments via environmental scanning |
|
| K3. | Analyse trends and identify growth opportunities |
|
| K4. | Evaluate a range of alternative strategies in meeting the firms objectives |
|
| K5. | Assess the strategic marketing planning process |
|
| Skills: |
| S1. | Research and critically review an authentic marketing scenario |
|
| S2. | Generate strategies and recommendations to enable future business growth and prosperity |
|
| S3. | Evaluate and propose control marketing activities using appropriate business metrics |
|
| S4. | Present the results of a strategic marketing plan in a professional manner via a written and/or oral communication skills |
|
| Application of knowledge and skills: |
| A1. | Employ a coherent and rational approach to the development of marketing strategies in a new environment |
|
| A2. | Apply marketing concepts and theories to real world business scenarios with initiative and judgement in planning, solving, and decision making |
|
| Unit Content: |
Topics may include: 1.The strategic process 2.Strategic analysis and evaluation 3.Strategy development 4.Marketing mix strategies 5.Control of marketing activities |
| Graduate Attributes: |
| | Learning Outcomes Assessed | Assessment Tasks | Assessment Type | Weighting | | 1. | K1, K5 | Demonstrate an understanding of the strategic concepts from the first half of the course | Individual test or paper | 10-20% | | 2. | K2, K3, K4, S1, S2, S3, S4, A1, A2 | Prepare a professional strategic marketing report and presentation for an authentic business scenario | Group project (report and/or presentation) | 40-60% | | 3. | K1, K3, K4, S2, S3, A2 | Demonstrate both knowledge and application of strategic concepts and processes | Test/final assessment | 20-40% |
|