Swinburne > Subjects > MKT30016 – Marketing Strategy and Planning

MKT30016 – 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
Consumer Behaviour (MKT20025)



Aims and Objectives

This unit aims to develop an understanding of the essential elements of marketing strategy, such as strategy formulation, planning, implementation and control in the contemporary business environment. This unit also aims to develop a student’s analytical and creative skills in applying strategic decision-making frameworks to particular offerings, and to prepare a comprehensive strategy and plan that delivers the desired business outcomes. To design an effective marketing strategy to create and sustain superior performance, students will research, analyse and synthesise critical information from diverse sources. Students will apply these skills and knowledge into practical, realistic and dynamic global environments.

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 marketing plan and associated budget to meet a company’s overall mission
4. Apply teamwork 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