Information on this page, including unit offerings, is from the 2019 academic year.
Strategic Marketing (BUS350)
|School||School of Business and Governance|
|Availability||MURDOCH: S2-internal, S2-external
|Teaching Timetables||Murdoch S2
|Description||This is the capstone unit of the Marketing major. It provides a comprehensive and practical understanding of the strategic marketing management process in a competitive environment. A central focus is the preparation of a strategic plan for a specific product or service. The unit develops the generic skills of strategic thinking, planning, design, formulation, implementation and communication. It provides a succinct review of key issues in strategic marketing research and the current state of the marketing industry.|
|Unit Learning Outcomes||On successful completion of the unit the student should be able to:
1. Identify and define the marketing problems in a range of business situations.
2. Develop and evaluate a range of strategic marketing options.
3. Recommend the most appropriate strategy option for each situation.
4. Write and present a formal strategic marketing plan for a business.
5. Demonstrate skills of teamwork, cooperation and collaboration.
|Timetabled Learning Activities||Workshops: 2 hours per teaching week for South Street campus
All offerings of this unit include the equivalent of 30 hours of structured learning.
|Unit Learning Experiences||The unit is delivered using blended learning design features with core unit materials provided in a digital format followed up by small class knowledge application and skills development. This is enhanced by self directed learning to further develop skills and application of knowledge to practical and current issues.|
|Assessment||Case study analysis 30%
Strategic Marketing Plan 20% Internal
Strategic Marketing Plan 30% External
Verbal / PowerPoint presentation 10% Internal
Final examination 40%
|Prerequisites||BUS273/BUS299 Consumer Behaviour; BUS235/BUS210 Marketing Research and Analysis or MCC213 Communication Research|
|Exclusions||Students who have successfully completed BUS382 Strategic Marketing may not enrol in this unit for credit.|
|Appears in these Courses/Majors:
see individual structures for context
|Internet Access Requirements||Murdoch units normally include an online component comprising materials, discussions, lecture recordings and assessment activities. All students, regardless of their location or mode of study, need to have access to and be able to use computing devices with browsing capability and a connection to the Internet via Broadband (Cable, ADSL or Mobile) or Wireless. The Internet connection should be readily available and allow large amounts of data to be streamed or downloaded (approximately 100MB per lecture recording). Students also need to be able to enter into online discussions and submit assignments online.|