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MRKT20056 - Strategic Marketing Plan

General Information

Unit Synopsis

Designed as a capstone experience in your marketing masters course, this unit aims to take your marketing skills to the next level by developing your strategic thinking capabilities, planning and implementing a marketing plan. 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 marketing planning process, developing and implementing marketing strategies that enable organisations to respond to challenging environments.

Details

Level Postgraduate
Unit Level 9
Credit Points 6
Student Contribution Band SCA Band 4
Fraction of Full-Time Student Load 0.125
Pre-requisites or Co-requisites

Pre-requisite: Minimum of 18 credit points of postgraduate marketing specialisation units before attempting this capstone 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

Unit Availabilities from Term 1 - 2016

Term 2 - 2017 Profile
Brisbane
Mixed Mode
Melbourne
Sydney
Term 2 - 2018 Profile
Brisbane
Mixed Mode
Melbourne
Sydney
Term 2 - 2019 Profile
Brisbane
Melbourne
Mixed Mode
Sydney
Term 2 - 2020 Profile
Brisbane
Melbourne
Online
Sydney
Term 2 - 2021 Profile
Brisbane
Melbourne
Online
Sydney
Term 2 - 2022 Profile
Brisbane
Melbourne
Online
Sydney
Term 2 - 2023 Profile
Brisbane
Melbourne
Online
Sydney
Term 2 - 2024 Profile
Brisbane
Melbourne
Online
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 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. Written Assessment 20%
2. Written Assessment 30%
3. Practical and Written Assessment 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 - 2023 : The overall satisfaction for students in the last offering of this course was 92.31% (`Agree` and `Strongly Agree` responses), 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: Self observation
Feedback
Digital marketing is now fundamentally crucial to the success of any strategic marketing programs.
Recommendation
The teaching staff in the future offerings of this unit will be encouraged to utilise more learning and teaching materials related to digital marketing.
Action Taken
This recommendation has been implemented.
Source: Staff reflection
Feedback
Machine learning has emerged as an important force in revolutionising practices related to strategic marketing or marketing metrics and analytics.
Recommendation
The teaching staff in the future offerings of this unit will be encouraged to incorporate the learning and teaching materials related to the application of machine learning to marketing.
Action Taken
This recommendation has been implemented.
Source: Student feedback.
Feedback
Positive comments about the teaching staff involved in delivering this unit.
Recommendation
The teaching staff in the future offerings of this unit will be encouraged to keep delivering the unit contents in an effective, supportive, and engaging manner.
Action Taken
Nil.
Source: Staff self-reflection.
Feedback
The designing of assessments in this unit has been based on reaching a balance of involving valuable theoretical aspects and a high level of relevancy to the real-world scenarios.
Recommendation
The teaching staff in the future offerings of this unit will be encouraged to continue the practice of designing assessments that integrate critical theoretical aspects and are highly relatable to real-world contexts.
Action Taken
Nil.
Unit learning Outcomes

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

  1. describe and communicate a range of strategic concepts and theories and their application to marketing contexts;
  2. assess 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;
  3. assess external environmental influences on organisations in relation to opportunities and threats; particularly competition, customers and PESTN environments;
  4. demonstrate a theoretical and practical capability to critically assess the situation and to develop marketing strategies to suit different contexts; and
  5. plan, develop and evaluate a comprehensive marketing plan.

Alignment of Assessment Tasks to Learning Outcomes
Assessment Tasks Learning Outcomes
1 2 3 4 5
1 - Written Assessment • •
2 - Written Assessment • • • • •
3 - Practical and Written Assessment • • • • •
Alignment of Graduate Attributes to Learning Outcomes
• Advanced Level
• Professional Level
Graduate Attributes Learning Outcomes
1 2 3 4 5
1 - Knowledge • • • • •
2 - Communication • • • • •
3 - Cognitive, technical and creative skills • • • •
4 - Research • • • •
5 - Self-management • • •
6 - Ethical and Professional Responsibility • • •
7 - Leadership • • •
Alignment of Assessment Tasks to Graduate Attributes
• Advanced Level
• Professional Level
Assessment Tasks Graduate Attributes
1 2 3 4 5 6 7 8
1 - Written Assessment • • • • • •
2 - Written Assessment • • • • • •
3 - Practical and Written Assessment • • • • • • •