BUSN20025 - Strategic Marketing

General Information

Unit Synopsis

This unit examines the core components of strategic marketing within a corporation. Strategic marketing articulates objectives consistent with an organisation’s corporate goals. Marketing strategies explain how organisational resources are used to accomplish business objectives, pursue targeted activities, and achieve competitive advantage. Strategic marketing seeks market segmentation and product positioning to develop distribution channels and communications campaigns. You will explore how a marketing strategy is devised, executed and evaluated. This will begin by exploring the fabric of a corporate strategy, followed by the development of a strategic marketing strategy and plan. From a value creation perspective, you will evaluate the competitive advantage and potential marketplace for the goods or services your organisation offers. This will involve you exploring how marketing strategies are devised, executed and evaluated. A strategic marketing plan is typically derived from an organisations corporate strategy or business plan. A strategic market plan summarises the methods used and the resources required to achieve corporate objectives. In this process, desired customers are targeted and compared to competitors, and the required mix of programs is conceived and adopted to ensure the marketing strategy succeeds. This includes examining how strategic market planning connects to an organisations opportunities and resources to identify strategic objectives and focus. An important aspect of the marketing strategy roles concerns identifying relevant market segments, targeting, brand prioritising and positioning.

Details

Level Postgraduate
Unit Level Not Applicable
Credit Points 6
Student Contribution Band 3
Fraction of Full-Time Student Load 0.125
Pre-requisites or Co-requisites There are no pre-requisites for the 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).

Class Timetable View Unit Timetable
Residential School No Residential School

Be Different Intakes

Note: BeDifferent Units are available to study all year round
Online
Open January - 2020
Open February - 2020
Open March - 2020
Open April - 2020
Open May - 2020
Open June - 2020
Open July - 2020
Open August - 2020
Open September - 2020
Open October - 2020
Open November - 2020
Open December - 2020
Assessment Overview

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.

Assessment Tasks

Assessment Task Weighting
1. Abstract 40%
2. Abstract 60%

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

Unit learning Outcomes

On successful completion of this unit, you will be able to:

  1. Apply key marketing concepts, theories and statistical techniques to analyse a variety of contemporary marketing strategies
  2. Perform market research to identify suitable marketing strategies for implementation
  3. Analyse legal, ethical and societal influences on marketing decision-making
  4. Organise collective ideas into a marketing plan that communicates the product, price, place and promotion objectives

N/A

Alignment of Assessment Tasks to Learning Outcomes
Assessment Tasks Learning Outcomes
1 2 3 4
1 - Abstract
2 - Abstract
Alignment of Graduate Attributes to Learning Outcomes
Advanced Level
Professional Level
Graduate Attributes Learning Outcomes
1 2 3 4
1 - Knowledge
2 - Communication
4 - Research
6 - Ethical and Professional Responsibility
Alignment of Assessment Tasks to Graduate Attributes
Advanced Level
Professional Level
Assessment Tasks Graduate Attributes
1 2 3 4 5 6 7
1 - Abstract
2 - Abstract