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:
Study level:
Postgraduate
Credit points:
12
Unit code:
BHO5525
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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.
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