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. You will work closely with an identified and approved business or organisation of your choice. 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.


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 the completion of an additional 24 credit points from units within the marketing major.


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

Unit Availabilities from Term 3 - 2020

Term 2 - 2021 Profile

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 Policy for more details of interim results and final grades

Past Exams

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Previous Feedback

Term 2 - 2019 : The overall satisfaction for students in the last offering of this course was 4.4 (on a 5 point Likert scale), based on a 35.71% 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 Feedback from Unit Evaluation Survey
More guidelines when it comes to assessment tasks
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
The recommendations given were implemented. Assessment guidelines were streamlined. Regular Zoom meetings with the teaching team ensured that all the teaching staff was familiar with the required standards.
Source: Student Feedback from Unit Evaluation Survey
Good quality of teaching and assessment feedback (including interactive and informative Zoom sessions for MIX students)
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
All the assessments were marked and returned to students within a 2 week turn around time frame. Constructive feedback was given to the students on their assessments with improvements that they could make. Zoom meetings with Distance and Mixed mode students were held ahead of assessments due dates.
Source: Student Feedback from Unit Evaluation Survey
Students commented that sometimes they felt restricted/disadvantaged in preparing their assessments due to lack of information/data from their selected business
Provide clearer explanations on how to select a suitable business to partner and what data will be required for assessments.
Action Taken
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
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