Swinburne University of Technology - Melbourne Australia
Future Students - Courses
Duration
Contact Hours
Campus
Prerequisite
Corequisite
One semester
36 contact hours over the Semester, normally 3 hours per week
Lilydale, Online, Singapore
100cp including (LBM100)
Credit Points: 12.5 Credit Points
Co-badged with MAR331 Strategic Marketing Planning Project (Online) This is a prescribed unit of study in the Business Major/s. It may also be undertaken as a unit of study in any other Swinburne degree program, subject to the prerequisite and degree requirements.
In the highly competitive and turbulent business world, it is particularly important for Australian companies to carefully analyse their strategic planning, sharpen their business analysis skills and see beyond the geographical or product-based boundaries of the markets in which they currently compete. Acquiring and maintaining competitive advantage by having a consistently superior business/marketing planning system will be one of the most vital strengths of successful businesses of the future. This unit gives students the opportunity to acquire a working understanding of various methods of organisational and marketing planning, along with the ability to apply them appropriately in developing and implementing marketing strategies that respond to the challenges of the environment.The aim of this unit is to examine the concepts of planning and strategy (particularly in a marketing context), the role and methods of strategic analysis, and issues related to strategy formulation, implementation and control. It focuses on the marketing planning process as a key tool in an organisation's interaction with its environment. Upon completing this unit, students should be able to: • Discern the essential elements of an organisation’s broad environment and current situation • Synthesise diverse information to enable critical evaluation of an organisation in a competitive arena • Integrate critical evaluation with the development of marketing strategies • Propose and justify alternative marketing strategies to solve real marketing problems • Refine the necessary analytical and problem solving skills based on existing frameworks, theories and empirical generalisations • Implement a systematic approach to the development of marketing strategy and the program decisions needed to implement the overall marketing strategy (by developing a Marketing Plan).
This unit will be taught in a variety of modes including face to face, online, distance and blended modes. Delivery of this unit may be through a mixture of lectures, tutorials, laboratories, seminars and online.
Minor assignment 25-35%Major assignment 45-55%Reflection paper 15-25%
This unit will provide discipline-based knowledge and professional capabilities and experiences contributing to students progress in attaining generic skills such as:• teamwork skills• analysis skills• problem solving skills• communications skills• ability to tackle unfamiliar problems• ability to work independently
Topics that support the development of a strategic marketing plan will be explored. These may include: • Introduction to strategy (organisational and marketing)• Synthesise information from a variety of business sources• Develop problem identification and problem solving skills • Developing strategic competitive advantage (SCA), by using advantage analysis and increased awareness of entry barriers • Conducting detailed situation analyses (SWOT), including industry and market analyses • Assessing various strategic classification models and generic strategies • Making strategic decisions for diverse markets and competitive environments • Linking planning with strategic development: addressing corporate objectives, complying with corporate strategy• Using the marketing management process to plan to achieve organisational goals, by investigating an industry of your choice and developing a realistic and appropriate Strategic Marketing Plan (SMP).
Reed, P. W. 2006, Strategic Marketing Planning, 2nd edn, Thompson, South Melbourne.
Aaker, D. A., and Mills, M. K.., 2005, Strategic Market Management – Pacific Rim Edition, McGraw-Hill, Sydney.Bradmore, D., 1996, Competitive advantage: concepts and cases, Prentice-Hall Australia, Sydney. Coupey, E., 2005, Marketing and the Internet, 2nd edn. Prentice-Hall.Dwyer, R. and Tanner, J., 2002, Business Marketing, 2nd edn, McGraw-Hill, New York.Lehmann, D. R., and Winer, R. S., 2002, Analysis for Marketing Planning, McGraw-Hill Irwin, New York.McDonald, M. H. B. 2002, Marketing Plans: How to prepare them, how to use them, 5th edn., Butterworth Heinemann, Oxford.
