Overview
Strategic marketing decision-making and planning plays a critical role in the success of businesses, not-for-profit organisations, governments and individuals or experiences. This unit introduces the central strategic marketing concepts and techniques for achieving sustainable success, and explains how to develop and manage your marketing program in the rapidly changing, competitive environments. This unit aims to take your marketing skills to the next level by developing your strategic thinking capabilities, planning and implementing a marketing plan and your capacity to analyse and integrate marketing metrics. Today's competitive business environment requires Australian and global companies to understand the various opportunities and threats facing their business, along with a considered analysis of the organisation's internal strengths and weaknesses. This unit gives you the opportunity to apply your theoretical knowledge and creativity to a real-world strategic marketing process, developing and implementing marketing strategies that enable organisations to respond to challenging environments.
Details
Pre-requisites or Co-requisites
Pre-requisite: MRKT20052 and a minimum completion of 18 credit points of postgraduate marketing specialisation units before attempting this unit.
Important note: Students enrolled in a subsequent unit who failed their pre-requisite unit, should drop the subsequent unit before the census date or within 10 working days of Fail grade notification. Students who do not drop the unit in this timeframe cannot later drop the unit without academic and financial liability. See details in the Assessment Policy and Procedure (Higher Education Coursework).
Offerings For Term 2 - 2022
Attendance Requirements
All on-campus students are expected to attend scheduled classes - in some units, these classes are identified as a mandatory (pass/fail) component and attendance is compulsory. International students, on a student visa, must maintain a full time study load and meet both attendance and academic progress requirements in each study period (satisfactory attendance for International students is defined as maintaining at least an 80% attendance record).
Recommended Student Time Commitment
Each 6-credit Postgraduate unit at CQUniversity requires an overall time commitment of an average of 12.5 hours of study per week, making a total of 150 hours for the unit.
Class Timetable
Assessment Overview
Assessment Grading
This is a graded unit: your overall grade will be calculated from the marks or grades for each assessment task, based on the relative weightings shown in the table above. You must obtain an overall mark for the unit of at least 50%, or an overall grade of 'pass' in order to pass the unit. If any 'pass/fail' tasks are shown in the table above they must also be completed successfully ('pass' grade). You must also meet any minimum mark requirements specified for a particular assessment task, as detailed in the 'assessment task' section (note that in some instances, the minimum mark for a task may be greater than 50%). Consult the University's Grades and Results Policy for more details of interim results and final grades.
All University policies are available on the CQUniversity Policy site.
You may wish to view these policies:
- Grades and Results Policy
- Assessment Policy and Procedure (Higher Education Coursework)
- Review of Grade Procedure
- Student Academic Integrity Policy and Procedure
- Monitoring Academic Progress (MAP) Policy and Procedure - Domestic Students
- Monitoring Academic Progress (MAP) Policy and Procedure - International Students
- Student Refund and Credit Balance Policy and Procedure
- Student Feedback - Compliments and Complaints Policy and Procedure
- Information and Communications Technology Acceptable Use Policy and Procedure
This list is not an exhaustive list of all University policies. The full list of University policies are available on the CQUniversity Policy site.
Feedback, Recommendations and Responses
Every unit is reviewed for enhancement each year. At the most recent review, the following staff and student feedback items were identified and recommendations were made.
Feedback from Student feedback / staff observation.
Students who participated in the online classes seemed to enjoyed the opportunities to interact or engage with the teaching staff or the fellow students in the classes.
The teaching staff in the future offerings of this unit will be encouraged to create sufficient amount of opportunities for students to interact with the teaching staff and fellow students in classes, in ways that can benefit students' learning experiences.
Feedback from Staff self-reflection.
New cases or examples have emerged through either industry or academic sources, which can be adopted to enrich the teaching and learning materials for this unit.
The teaching staff in the future offerings of this unit will ensure the teaching and learning materials for this unit be updated with latest cases and examples from both industry and academic sources.
- Evaluate and communicate a range of strategic marketing concepts and theories and their application to business contexts
- Assess and evaluate internal environmental characteristics of organisations in relation to strengths and weaknesses; particularly production, R and D, human resources, marketing capacity, financial capacity, distribution and other resources
- Analyse and connect external environmental influences on organisations in relation to opportunities and threats; particularly competition, customers and PESTL environments
- Demonstrate a theoretical and practical capability to critically appraise the complex situation and use market data and competitive indicators to adjust marketing strategies and tactics, develop a detailed marketing plan and apply appropriate metrics.
Aligning with the Australian Business Deans Council academic standards and the accreditation criteria for the Australian Marketing Institute, this unit examines and applies the depth and breadth of the marketing knowledge gained throughout your studies. You will demonstrate your professional judgement, your ability to undertake systematic problem identification, analyse and interpret data, and develop evidence-based solutions. You will demonstrate your professional communication and your analysis and ethical decision-making skills within a real business situation.
Alignment of Assessment Tasks to Learning Outcomes
| Assessment Tasks | Learning Outcomes | |||
|---|---|---|---|---|
| 1 | 2 | 3 | 4 | |
| 1 - Presentation - 20% | ||||
| 2 - Written Assessment - 40% | ||||
| 3 - Written Assessment - 40% | ||||
Alignment of Graduate Attributes to Learning Outcomes
| Graduate Attributes | Learning Outcomes | |||
|---|---|---|---|---|
| 1 | 2 | 3 | 4 | |
| 1 - Knowledge | ||||
| 2 - Communication | ||||
| 3 - Cognitive, technical and creative skills | ||||
| 4 - Research | ||||
| 5 - Self-management | ||||
| 6 - Ethical and Professional Responsibility | ||||
| 7 - Leadership | ||||
| 8 - First Nations Knowledges | ||||
| 9 - Aboriginal and Torres Strait Islander Cultures | ||||
Alignment of Assessment Tasks to Graduate Attributes
| Assessment Tasks | Graduate Attributes | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | |
| 1 - Presentation - 20% | |||||||||
| 2 - Written Assessment - 40% | |||||||||
| 3 - Written Assessment - 40% | |||||||||
Textbooks
Building a marketing plan - A complete guide
- (2011)
- Authors: Wong, HY, Radel, K, & Ramsaran-Fowdar, R
- Business Expert Press
- New York New York , NY , USA
- ISBN: 978-1-60649-159-1
- Binding: Paperback
IT Resources
- CQUniversity Student Email
- Internet
- Unit Website (Moodle)
- Microsoft Office
All submissions for this unit must use the referencing style: American Psychological Association 7th Edition (APA 7th edition)
For further information, see the Assessment Tasks.
n.nabi@cqu.edu.au
Week 1
Begin Date: 11 Jul 2022Module/Topic
Introduction to Marketing Planning
Chapter
1
Events and Submissions/Topic
Week 2
Begin Date: 18 Jul 2022Module/Topic
The Situation Analysis
Chapter
2
Events and Submissions/Topic
Week 3
Begin Date: 25 Jul 2022Module/Topic
Analysing the Target Market - Marketing Research
Chapter
3
Events and Submissions/Topic
Week 4
Begin Date: 01 Aug 2022Module/Topic
Analysing the Target Market - Consumer Behaviour and the Target Marketing Process
Chapter
4
Events and Submissions/Topic
Week 5
Begin Date: 08 Aug 2022Module/Topic
Chapter
5
Events and Submissions/Topic
Vacation Week
Begin Date: 15 Aug 2022Module/Topic
Chapter
Events and Submissions/Topic
Week 6
Begin Date: 22 Aug 2022Module/Topic
Preparing for the Assessment 2
Chapter
No set chapter
Events and Submissions/Topic
Week 7
Begin Date: 29 Aug 2022Module/Topic
Planning for Products and Brands
Chapter
6
Events and Submissions/Topic
Week 8
Begin Date: 05 Sep 2022Module/Topic
Planning for Pricing
Chapter
7
Events and Submissions/Topic
Week 9
Begin Date: 12 Sep 2022Module/Topic
Planning for Integrated Marketing Communications
Chapter
8
Events and Submissions/Topic
Week 10
Begin Date: 19 Sep 2022Module/Topic
Planning for Distribution Channels and Market Logistics
Chapter
9
Events and Submissions/Topic
Week 11
Begin Date: 26 Sep 2022Module/Topic
Marketing Implementation and Control
Chapter
10
Events and Submissions/Topic
Week 12
Begin Date: 03 Oct 2022Module/Topic
Preparing for the Assessment 3
Chapter
No set chapter
Events and Submissions/Topic
1 Presentation
- Chen, A., Peng, N., & Hung, K. P. (2015). The effects of luxury restaurant environments on diners’ emotions and loyalty: Incorporating diner expectations into an extended Mehrabian-Russell model. International Journal of Contemporary Hospitality Management, 27 (2), 236-260.
- Jin, N., Line, N. D., & Merkebu, J. (2016). The impact of brand prestige on trust, perceived risk, satisfaction, and loyalty in upscale restaurants. Journal of Hospitality Marketing & Management, 25(5), 523-546.
- Student information and presentation title;
- Findings of the research article;
- Recommendation for the organisation;
- Reference list.
- On-campus students will deliver their presentation in class, and submit their PowerPoint file on Moodle.
- Distance education students will record their presentation through PowerPoint's “Record Slide Show” function, and submit their PowerPoint file (with recording) on Moodle.
- For all students, the Moodle submission of PowerPoint file will be due at 11pm AEST Friday Week 4. However, on-campus students may present in class during or after Week 4, depending on their local lecturer/tutor's scheduling.
Week 4 Friday (5 Aug 2022) 11:00 pm AEST
Week 6 Friday (26 Aug 2022)
Please note that results will be released after marking and moderation is completed.
- PowerPoint design, referencing, and presentation clarity - 5 marks
- Findings of the research article - 7.5 marks
- Recommendation for the organisation - 7.5 marks
- Total - 20 marks
- Evaluate and communicate a range of strategic marketing concepts and theories and their application to business contexts
- Knowledge
- Communication
- Cognitive, technical and creative skills
- Research
2 Written Assessment
- Introduction - provide a brief introduction of your chosen organisation.
- Internal analysis - assess factors within the organisation such as its marketing and management resource/competency.
- External environment analysis - include a focused discussion of the political/legal, economic, social/cultural/demographic, technological and natural environments associated with the organisation.
- Competitor analysis - develop a matrix to compare between the chosen organisation and 3 primary competitors, on their physical/virtual location, their estimated market share, and their products' features/benefits.
- SWOT analysis - concisely summarise the strengths and weaknesses identified through the internal analysis, and the opportunities and threats identified through the external environment analysis and the competitor analysis.
Week 7 Friday (2 Sept 2022) 11:00 pm AEST
Week 9 Friday (16 Sept 2022)
Please note that results will be released after marking and moderation is completed.
- Introduction and internal analysis - 15 marks
- External environment analysis and competitor analysis - 15 marks
- SWOT analysis - 5 marks
- Writing style and referencing - 5 marks
- Total - 40 marks
- Assess and evaluate internal environmental characteristics of organisations in relation to strengths and weaknesses; particularly production, R and D, human resources, marketing capacity, financial capacity, distribution and other resources
- Analyse and connect external environmental influences on organisations in relation to opportunities and threats; particularly competition, customers and PESTL environments
- Demonstrate a theoretical and practical capability to critically appraise the complex situation and use market data and competitive indicators to adjust marketing strategies and tactics, develop a detailed marketing plan and apply appropriate metrics.
- Knowledge
- Communication
- Cognitive, technical and creative skills
- Research
3 Written Assessment
- Re-introduction - provide a brief re-introduction of your chosen organisation and its associated strengths, weaknesses, opportunities, and threats, which should not repeat the same wording in your Assessment 2, but should be based on proper paraphrasing or improved wording.
- Product life cycle analysis - identify what stage of product life cycle your chosen organisation is currently at.
- BCG matrix - develop a BCG matrix for your chosen organisation's products or product lines.
- Ansoff analysis - decide and justify whether your chosen organisation should pursue any of the four possible actions: market penetration, product development, market development, or diversification.
- Marketing objectives - formulate 2 marketing objectives, based on the outcomes of the product life cycle analysis, the BCG matrix, and the Ansoff analysis, as well as the organisation's mission or objectives.
- Marketing strategies - develop for your chosen organisation 2 marketing strategies based on the formulated marketing objectives. Please ensure each strategy identifies a target market segment and a customised marketing mix element for that segment.
- Marketing metrics - determine how your chosen organisation should measure the success of the strategies and ensure the objectives will be met.
Week 12 Friday (7 Oct 2022) 11:00 pm AEST
As this unit has no exam, the formal results for this last piece of assessment can only be released to students on the Certification of Grades date.
- Re-introduction, product life cycle analysis, BCG matrix, and Ansoff analysis - 15 marks
- Marketing objectives, marketing strategies, and marketing metrics - 20 marks
- Writing style and referencing - 5 marks
- Total - 40 marks
- Assess and evaluate internal environmental characteristics of organisations in relation to strengths and weaknesses; particularly production, R and D, human resources, marketing capacity, financial capacity, distribution and other resources
- Analyse and connect external environmental influences on organisations in relation to opportunities and threats; particularly competition, customers and PESTL environments
- Demonstrate a theoretical and practical capability to critically appraise the complex situation and use market data and competitive indicators to adjust marketing strategies and tactics, develop a detailed marketing plan and apply appropriate metrics.
- Knowledge
- Communication
- Cognitive, technical and creative skills
- Research
As a CQUniversity student you are expected to act honestly in all aspects of your academic work.
Any assessable work undertaken or submitted for review or assessment must be your own work. Assessable work is any type of work you do to meet the assessment requirements in the unit, including draft work submitted for review and feedback and final work to be assessed.
When you use the ideas, words or data of others in your assessment, you must thoroughly and clearly acknowledge the source of this information by using the correct referencing style for your unit. Using others’ work without proper acknowledgement may be considered a form of intellectual dishonesty.
Participating honestly, respectfully, responsibly, and fairly in your university study ensures the CQUniversity qualification you earn will be valued as a true indication of your individual academic achievement and will continue to receive the respect and recognition it deserves.
As a student, you are responsible for reading and following CQUniversity’s policies, including the Student Academic Integrity Policy and Procedure. This policy sets out CQUniversity’s expectations of you to act with integrity, examples of academic integrity breaches to avoid, the processes used to address alleged breaches of academic integrity, and potential penalties.
What is a breach of academic integrity?
A breach of academic integrity includes but is not limited to plagiarism, self-plagiarism, collusion, cheating, contract cheating, and academic misconduct. The Student Academic Integrity Policy and Procedure defines what these terms mean and gives examples.
Why is academic integrity important?
A breach of academic integrity may result in one or more penalties, including suspension or even expulsion from the University. It can also have negative implications for student visas and future enrolment at CQUniversity or elsewhere. Students who engage in contract cheating also risk being blackmailed by contract cheating services.
Where can I get assistance?
For academic advice and guidance, the Academic Learning Centre (ALC) can support you in becoming confident in completing assessments with integrity and of high standard.
What can you do to act with integrity?
