Marketing Planning and Strategy


Course Description

  • Course Name

    Marketing Planning and Strategy

  • Host University


  • Location

    Sydney, Australia

  • Area of Study

    Business, Business Administration, Business Management, International Marketing, Marketing

  • Language Level

    Taught In English

  • Prerequisites

    24108 Marketing Foundations AND 24202 Consumer Behaviour AND 24309 Marketing Research

  • Course Level Recommendations


    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • Credit Points

  • Recommended U.S. Semester Credits
  • Recommended U.S. Quarter Units
  • Overview

    This subject covers the knowledge and skills necessary to create and sustain superior performance in the marketplace through market-led strategic management. It focuses on the essential issues in strategy, such as opportunity identification, strategy formulation and strategy implementation. There is almost never one right answer to a business scenario, but strong analysis skills always deliver a much better set of answers than weak analysis skills. The subject develops a competence to develop marketing within organisations as a strategic force rather than just as an operational department.
    Subject objectives
    Upon successful completion of this subject students should be able to:
    1. review relevant marketing strategy concepts
    2. undertake competitive marketing analyses and specify competitive positions
    3. formulate and implement competitive marketing strategies that lead to sustainable, superior performance in the market place.
    Contribution to the development of graduate attributes
    Marketing Planning and Strategy deals with the processes of developing and implementing marketing strategies and how these processes can be managed to gain and sustain superior performance in the market place. This subject will develop skills linked to the Faculty?s graduate attribute that looks at developing critical thinking, creativity and analytical skills.
    Teaching and learning strategies
    The subject is based on dynamic and interactive lecture and workshop sessions. It is taught through a combination of lectures and tutorials. The lectures involve critical debate and case deliberations; and the tutorials are built around simulation exercises, case discussions and presentations. These classes will be supplemented with both printed and electronic learning materials and resources. The UTS web-based communication tool (UTSOnline Course Information) will be used to share information and encourage interaction between staff and students. Students will also use appropriate computer software such as spreadsheets and word processors to complete assigned tasks.
    Market-led strategic management
    Strategic marketing planning
    Company analysis
    Analysing markets
    Competitive positioning strategies
    Formulating marketing strategies
    Implementing marketing strategies
    Assessment task 1: Mid-semester Exam (Individual)
    This addresses subject learning objective(s):
    1, 2 and 3
    Weight: 30%
    Assessment task 2: Project Report (Group)
    This addresses subject learning objective(s):
    1, 2 and 3
    Weight: 30%
    Assessment task 3: Final Exam (Individual)
    This addresses subject learning objective(s):
    1, 2 and 3
    Weight: 40%
    Minimum requirements
    Students must achieve at least 50% of the subject?s total marks.

Course Disclaimer

Courses and course hours of instruction are subject to change.

Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.