MRKT19040 - Strategic Marketing and Planning

General Information

Unit Synopsis

Why do some organisations perform better than others and how can an organisation deliver the best return for their marketing investment? These are fundamental questions of marketing strategy and demand rigorous marketing planning. Marketing plans are used in organisations to outline various strategies to create, promote, and divest products and services. In this unit you will be fostering a strategic approach to marketing and then developing and reviewing a marketing plan. Various tools and techniques used in the development, implementation and review of marketing planning will be explored. The unit will enable you to recognise how product and service targets are set and achieved, analyse and translate the marketing environments, and deliver and review a strategic marketing plan.

Details

Level Undergraduate
Unit Level 3
Credit Points 6
Student Contribution Band 3
Fraction of Full-Time Student Load 0.125
Pre-requisites or Co-requisites Prerequisite: MRKT11029 - Marketing Fundamentals plus completion of 24 credit points from units within the marketing major.
Class Timetable View Unit Timetable
Residential School No Residential School

Unit Availabilities from Term 1 - 2019

Term 2 - 2019 Profile
Brisbane
Melbourne
Mixed Mode
Perth
Rockhampton
Sydney

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).

Assessment Overview

Recommended Student Time Commitment

Each 6-credit Undergraduate 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. Presentation 10%
2. Research Assignment 40%
3. Report 50%

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 Procedures for more details of interim results and final grades

Past Exams

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Previous Feedback

Term 2 - 2018 : The overall satisfaction for students in the last offering of this course was 4.2 (on a 5 point Likert scale), based on a 33.33% response rate.

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.

Source: Student Evaluation Feedback
Feedback
This unit really helped tie together aspects from other marketing units studied, however students highly recommend having studied most marketing units prior or have some industry experience.
Recommendation
At the beginning of the term I have provided a video explaining the need to study all or most of the marketing units prior to undertaking this capstone unit. However, until now, the unit has only had one pre-requisite. I believe that the recommendation has been to change the pre-requisite for next year and this has been done.
Action Taken
I am new unit coordinator for this term. I have checked and there is still only one unit (MRKT11029) listed as a prerequisite. I also recommend to update this and include the requirement for students to be close to finishing their Marketing degree to be able to undertake this unit
Source: Student Evaluation Feedback
Feedback
Students noted that the best aspect was the opportunity to work with a real organisation within their community.
Recommendation
This unit aims to ensure an authentic learning experience for final year students. It is recommended therefore to continue to promote the involvement with businesses and to provide avenues for students to access businesses through development of a forum for students to share their processes for accessing businesses.
Action Taken
Assessment in this unit requires students to work with a real life business, this was continued as previous terms
Source: Student Evaluation Feedback
Feedback
Students indicated that Zoom chats with the unit coordinator were really helpful to their learning.
Recommendation
This term had 4 structured zoom sessions with 'drop in' sessions each week for students with questions or issues. It is recommended to continue this practice based on student feedback of the value to their learning.
Action Taken
Number of Zoom sessions remained the same, however this term attendance of these sessions was quite poor
Source: Student Feedback from Unit Evaluation Survey
Feedback
More guidelines when it comes to assessment tasks
Recommendation
Review the current Assessment description and provide more concise, but clearer description. Ensure that all teaching staff are familiar with requirements and expected standards and provide consistent advice to students.
Action Taken
Nil.
Source: Student Feedback from Unit Evaluation Survey
Feedback
Good quality of teaching and assessment feedback (including interactive and informative Zoom sessions for MIX students)
Recommendation
Ensure that marked assessments are returned to students in specified time frame with constructive and detailed feedback as it facilitates learning and improvement in the final Assessment. Ensure that good communication between teaching staff and students continues with prompt replies to student emails and Moodle forum posts.
Action Taken
Nil.
Unit learning Outcomes

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

  1. Explain and critique the importance of strategic marketing and the marketing planning process
  2. Evaluate marketing strategy concepts to develop creative solutions in the form of marketing objectives, strategies and tactics
  3. Develop the key analytical skills and competencies for effective strategic marketing analysis and planning, implementation and evaluation
  4. Construct, evaluate and review the major components of a marketing plan that enables sustainable, superior organisational performance in the market place.

This unit forms the capstone of your marketing major. Aligning with the Australian Business Deans Council academic standards for marketing graduates and with the accreditation criteria for the Australian Marketing Institute, this unit examines and applies the depth of your marketing knowledge gained throughout your studies. You will demonstrate your professional judgement, your ability to undertake systematic problem identification and solution, your communication skills, 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
2 - Research Assignment
3 - Report
Alignment of Graduate Attributes to Learning Outcomes
Introductory Level
Intermediate Level
Graduate Level
Graduate Attributes Learning Outcomes
1 2 3 4
1 - Communication
2 - Problem Solving
3 - Critical Thinking
4 - Information Literacy
6 - Information Technology Competence
7 - Cross Cultural Competence
8 - Ethical practice
Alignment of Assessment Tasks to Graduate Attributes
Introductory Level
Intermediate Level
Graduate Level
Assessment Tasks Graduate Attributes
1 2 3 4 5 6 7 8 9
1 - Presentation
2 - Research Assignment
3 - Report