Overview

This unit applies a market focus to the process of analysis and strategy development. Using marketing planning as a framework, the contribution of marketing strategies to the attainment of firm goals is explored.

Offerings

S1-01-CLAYTON-ON-CAMPUS

Rules

Enrolment Rule

Contacts

Chief Examiner(s)

Dr Pingping Qiu

Learning outcomes

On successful completion of this unit, you should be able to:
1.

distinguish the nature of marketing decisions that a firm makes according to the hierarchy of strategy

2.

explain the contribution that marketing makes to the value of the firm

3.

conduct analysis of the internal and external environments of an organisation that informs marketing strategy development

4.

formulate and recommend marketing strategies that add measurable value to the organisation

5.

develop the written and oral communication skills required to justify a strategic recommendation.

Teaching approach

Active learning
Case-based teaching
Problem-based learning
Simulation or virtual practice

Assessment

1 - Within semester assessment
2 - Examination

Scheduled and non-scheduled teaching activities

Tutorials

Workload requirements

Workload

Learning resources

Required resources

Other unit costs

Costs are indicative and subject to change.
Electronics, calculators and tools: $100