Swinburne > Subjects > Marketing Strategy and Planning

Marketing Strategy and Planning


MKT30016      |       12.5 Credit Points       |       Location: Hanoi, Ho Chi Minh City

Duration                                             Contact hours

One Semester                                       36 hours


175 Credit Points
MKT10007 Fundamentals of Marketing
MKT20025 Consumer Behaviour



Aims and Objectives

This unit develops a student’s analytical and creative skills in using appropriate tools to take a product or service and prepare a comprehensive strategy and plan to deliver the desired results for a business. Students will be able to identify, using rational selection criteria, an appropriate strategy that will perform best in the dynamic competitive context of a business’s global environment.

Students who successfully complete this unit will be able to:
1. Develop strategies and research-based responses to address real world issues and problems using relevant decision making theories and frameworks
2. Analyse and synthesise information from diverse sources relating to the global competitor environment and global customer base for an organisation
3. Prepare an integrated and comprehensive product/service action plan and associated budget to meet a company’s overall mission
4. Apply team work knowledge and skills in effective collaboration across a range of activities and contexts

General Skills Outcome

• Teamwork skills
• Problem solving skills
• Analysis skills
• Communication skills
• Ability to tackle unfamiliar problems
• Ability to work independently