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Marketing Strategy and Planning (9951.2)

Level: Level 3 - Undergraduate Advanced Unit
Credit Points: 3
HECS Bands: 2, 3
Faculty: Faculty of Business, Government & Law
Discipline: Canberra Business School

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As a result of the Australian Government's directives requiring physical distancing and restrictions on movement because of the COVID-19 pandemic, you may find that learning activities and/or assessment items in some units you are studying have changed. These changes will not be updated in the published Unit Outline but will be communicated to you via your unit’s UCLearn(Canvas) teaching site. The new learning activities and/or assessment items will continue to meet the unit's learning outcomes, as described in the Unit Outline.

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Unit Outlines

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  • Teaching Period 3, 2020, ONLINE, DUCERE-ONL (197852) - View
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If a link to your Unit Outline is not displayed, please check back later. Unit Outlines are generally published by Week One of the relevant teaching period.

Syllabus

In this unit, students will learn how to merge the broad array of skills they have developed, in order to design holistic marketing strategies. Students will learn to understand the relevance of broader business challenges, opportunities and goals, and marketing strategy, as well as learn how to work with management from other business functions in developing marketing plans. This unit is delivered self-paced online, requiring students to self-manage their work load, developing many skills required of outstanding graduate students.

Learning Outcomes

On successful completion of this unit, students will:

1. Clearly identify consumer trends and interpret them to inform business decision-making;

2. Clearly identify new market opportunities in line with business goals and develop strategies to capitalise on them;

3. Interpret market reports to inform strategic planning changes;

4. Develop detailed market development strategies to capitalise on local and global market opportunities, consolidating various marketing techniques and approaches; and

5. Demonstrate the capacity to clearly and appropriately communicate marketing requirements to a variety of audiences.

Assessment Items

Contact Hours

Online and self-paced study equivalent to 150 total learning hours.

Prerequisites

Fundamentals of Marketing, 9958 AND Product Management, 9949 AND Integrated Marketing Communication, 9957 AND Advanced Digital Marketing, 9932

Corequisites

Enrolment in one of: Bachelor of Applied Entrepreneurship, 334JA; Bachelor of Applied Entrepreneurship (Social Entrepreneurship), 335JA; Bachelor of Applied Business (Management), 332JA; Bachelor of Applied Business (Marketing), 333JA

Assumed Knowledge

Sound understanding of customer behaviour and relation to business decision making. Sound understanding of various marketing strategy components and techniques. Understanding of the relation between various marketing techniques.

Incompatible Units

None.

Equivalent Units

None.



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