BX3083 - Strategic Marketing

[Not offered in 2020]

This subject is a project-based capstone subject, integrating knowledge and skills gained in prior studies and enabling students to demonstrate professional competencies across a range of marketing strategy and planning functions. It is based on completion of a marketing plan for a real-world organization. The marketing plan will includes demonstration of students' ability to conduct a critical marketing analysis, including profitability and competitive analysis, ethical and social responsibilities and an understanding of the relationship of marketing strategy to overall corporate and business strategy and the impact of marketing decisions on stakeholders. The plan also demonstrates students' ability to consider the impact of significant external influences and how these might affect marketing decisions.

Learning Outcomes

• critically analyse marketing issues and problems using a range of strategic marketing tools and frameworks, and develop appropriate marketing strategies using these;
• critically analyse, research, communicate and present marketing ideas and reasonable marketing recommendations, synthesising information from multiple sources;
• critically analyse the processes of marketing strategy formulation and implementation and the ability to develop strategy recommendations for real-world marketing situations;
• critically analyse contemporary approaches to monitoring, and reporting on strategic marketing performance and the ability to develop and justify recommendations for monitoring and performance analysis for a range of real-world situations.

Subject Assessment

• proposal (10%)
• strategic marketing plan (50%)
• case study analysis (40%).

Note: Minor variations might occur due to the continuous Subject quality improvement process, and in case of minor variation(s) in assessment details, the Subject Outline represents the latest official information.