Marketing Strategy and Planning (9951.2)

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.

Graduate attributes

1. UC graduates are professional - communicate effectively
1. UC graduates are professional - display initiative and drive, and use their organisation skills to plan and manage their workload
1. UC graduates are professional - employ up-to-date and relevant knowledge and skills
1. UC graduates are professional - take pride in their professional and personal integrity
1. UC graduates are professional - use creativity, critical thinking, analysis and research skills to solve theoretical and real-world problems
2. UC graduates are global citizens - think globally about issues in their profession
2. UC graduates are global citizens - understand issues in their profession from the perspective of other cultures
2. UC graduates are global citizens - make creative use of technology in their learning and professional lives
3. UC graduates are lifelong learners - reflect on their own practice, updating and adapting their knowledge and skills for continual professional and academic development
3. UC graduates are lifelong learners - be self-aware
3. UC graduates are lifelong learners - adapt to complexity, ambiguity and change by being flexible and keen to engage with new ideas
3. UC graduates are lifelong learners - evaluate and adopt new technology

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.

Incompatible units

None.

Equivalent units

None.

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.