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BX3083 - Strategic Marketing

Credit points: 3
Year: 2014
Student Contribution Band: Band 3
Administered by: School of Business (pre 2015)

This subject will be 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 will be based on completion of a marketing plan for a real-world organisation, with three radically different scenarios being presented as part of their initial briefing. The marketing plan will include 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 should also demonstrate students' ability to consider the impact of significant external influences and how these might affect marketing decisions. It is intended that students will attend formal classes for the first three weeks of the semester, during which time they will be fully briefed on their tasks and have the opportunity to discuss issues with the external client representative. Thereafter, students will work in small groups to conduct a situation analysis before developing a formal marketing plan individually. Time will be scheduled for individual student consultations throughout the semester.

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.
Prerequisites: BX2184 AND BX3181
Inadmissible
Subject
Combinations:
MG3760

Availabilities

Townsville, Internal, Study Period 2
Census Date 28-Aug-2014
Coordinator: Dr Breda McCarthy
Lecturer: Dr Michael Crowe.
Workload expectations:
  • 26 hours workshops/Seminars - including presentations and consultations on project
  • 12 hours - Group and individual work on project
Assessment: presentations (20%); reflective journal (20%); marketing plan proposal (10%); interim marketing plan (10%); marketing plan report (40%).

Cairns, Internal, Study Period 2
Census Date 28-Aug-2014
Coordinator: Dr Breda McCarthy
Lecturer: <Person not found>.
Workload expectations:
  • 26 hours workshops/Seminars - including presentations and consultations on project
  • 12 hours - Group & individual work on project
Assessment: presentations (20%); reflective journal (20%); marketing plan proposal (10%); interim marketing plan (10%); marketing plan report (40%).

JCU Singapore, Internal, Study Period 53
Census Date 13-Nov-2014
Coordinator: Dr Breda McCarthy
Lecturers: Mr Valentine Ortega, <Person not found>.
Workload expectations:
  • 38 hours workshops/Seminars - Includes formal classes, presentations, consultation times and group and individual time to work on project
Assessment: presentations (20%); reflective journal (20%); marketing plan proposal (10%); interim marketing plan (10%); marketing plan report (40%).
Restrictions: An enrolment quota applies to this offering.

JCU Singapore, Internal, Study Period 51
Census Date 20-Mar-2014
Coordinator: Dr Janelle Rose
Lecturer: Dr Chun Meng Tang.
Workload expectations:
  • 38 hours workshops/Seminars
Assessment: presentations (15%); progress report (individual) (10%); scoping project presentation (group) (10%); final report (individual) (65%).
Special Assessment Requirements: SP51 JCUS will be the last delivery of the 2012 version of BX3083. Assessment above is modified to met the special requirements of this delivery. (50% final exam and 50% strategic marketing project)

JCU Brisbane, Internal, Study Period 21
Census Date 17-Apr-2014
Coordinator: Dr Janelle Rose
Lecturer: <Person not found>.
Workload expectations:
  • 38 hours workshops/Seminars - Includes formal classes, presentations, consultation times and group and individual time to work on project.
Assessment: presentations (15%); progress report (individual) (10%); scoping project presentation (group) (10%); final report (individual) (65%).

JCU Brisbane, Internal, Study Period 22
Census Date 14-Aug-2014
Coordinator: Professor Lynne Eagle
Lecturer: Mr Patrick Goh.
Workload expectations:
  • 38 hours workshops/Seminars - Includes formal classes, presentations, consultation times and group and individual time to work on project.
Assessment: presentations (15%); progress report (individual) (10%); scoping project presentation (group) (10%); final report (individual) (65%).

JCU Brisbane, Internal, Study Period 23
Census Date 11-Dec-2014
Coordinator: Dr Janelle Rose, Dr Breda McCarthy
Lecturer: Ms Eszter Kiss.
Workload expectations:
  • 38 hours workshops/Seminars - Includes formal classes, presentations, consultation times and group and individual time to work on project.
Assessment: presentations (20%); reflective journal (20%); marketing plan proposal (10%); interim marketing plan (10%); marketing plan report (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.