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Unit (2019)

Information on this page, including unit offerings, is from the 2019 academic year.

Strategic Marketing (BUS382)

Organisational Unit Business
Credit Points 4
Description This is the final 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 marketing 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 students will 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 Lectures: 2 hours per week; tutorials: 1 hour per week.
Unit Learning Experiences The approach to learning in this unit requires students to prepare for each session in advance, to participate in experiential learning exercises, discussions, and other activities during sessions.

Assessment Individual case study analysis 30%
Group Project - Strategic Marketing Plan 20%
Group verbal presentation 10%
Final examination 40%
Prerequisites BUS273/BUS299 Consumer Behaviour; BUS235/BUS210 Marketing Research and Analysis
Internet Access RequirementsMurdoch 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.


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