MKT304 Strategic Marketing
Unit Code
MKT302
Level
Undergraduate
Campus
Brisbane | Sydney
Prerequisites
MKT201
Credit Points
10
Overview
Strategic Marketing utilises theoretical and practical knowledge from marketing that is applied at a strategic level to enable senior management to determine the corporate direction and develop marketing plans at a business unit level. This subject emphasises the role of marketing as an organisation-wide process rather than as a stand-alone organisational function. It focuses on providing frameworks for marketing decision making as part of a broad-based or holistic approach to strategic marketing, from the situational analysis, setting the objective and develop marketing strategies and action plans. The subject also introduces students to a variety of strategic tools to help in making effective strategic decisions.
Associated Degrees
Duration | AQF Level
One Semester | Level 7
Core or elective Subject
☒ core subject for BBM
☐ elective subject
☐ other (please specify below):
Study Modes
√ Face to face on site
√ Full-time
√ Part-time
Learning Outcomes
- Critically assess marketing strategy as presented case studies
- Present information succinctly and effectively in market analysis reports, strategic plans and presentations and demonstrate knowledge of strategic marketing through study and research-based inquiry.
- Apply teamwork skills to competently undertake complex projects.
- Demonstrate awareness of international business contexts and cultures by completing cases that are set in many different countries
- Demonstrate awareness of the social and ethical impact of strategic marketing by completing cases that require weighing societal and ethical issues against business profit
- Effectively communicate strategic marketing knowledge in oral and written communication.
Assessment
AIIHE uses a variety of assessment tools to guide and assess each student’s achievement of their learning outcomes. In this subject there will be in–class activities intended to support you to engage in and reflect on your learning journey and understanding of the subject. You will also undertake assessment tasks related to your skills development, your effective engagement in group work and delivery of collaborative outcomes, including a written report and an oral presentation.
Summary of Assessment
- Students must attempt all assessment tasks, and at least a mark of 50% in total, to pass this subject.
- Assessment in this subject is consistent with and informed by the AIIHE Assessment Policy and Procedure.
| Assessment Task | Due Date | Weighting |
|---|---|---|
| Assessment 1: Case study Assignment (Individual) |  Week 4 | 20% |
| Assessment 2: Strategic Marketing Plan (Group of 3 Students), Presentation and Critical Discussion | Week 9 | 40% |
| Assessment 3: Final Examination | Week 13 | 40% |
Learning Resources
AIIHE will update the topic coverage of the subject and the available relevant learning resources at the time of subject delivery. In the interim, AIIHE provides the following indicative list of relevant reference material. AIIHE also subscribes to eLearning Resources through the Canvas portal, and where relevant material is available, AIIHE will seek to source reference material from this system for staff and student access.
Prescribed text
- Phillips, D.M. (2023) Marketing Strategy & Management. SAGE Publications.
Texts and References
- Clegg, S.R., Whittle, A., Schweitzer, J. & Pitelis, C. (2022) Strategy: Theory and Practice. SAGE Publications.
Recommended Reading
- Reed, P. & Baird, M. (2019) Strategic Marketing: Decision Making and Planning. 5th ed. Cengage Learning Australia.
- Alsem, K. (2024) Strategic Marketing Planning: A Step-by-Step Approach. 2nd ed. Routledge Taylor & Francis.
- Cravens, D. & Piercy, N. (2017) Strategic Marketing. 9th ed. McGraw-Hill.
- Walker, O. (2019) Strategic Marketing Management. McGraw-Hill.
- Witcher, B. (2020) Absolute Essentials of Strategic Management. Routledge Taylor & Francis.