24415 Marketing Planning and Strategy
UTS: Business: MarketingCredit points: 6 cp
Subject level: Undergraduate
Result Type: Grade and marksRequisite(s): 24108 Marketing Foundations
These requisites may not apply to students in certain courses.
There are also course requisites for this subject. See access conditions.
Handbook description
This subject covers the knowledge and skills to create and sustain superior performance in the marketplace through market-led strategic management. It focuses on the two essential issues in marketing strategy formulation – the identification of target markets and the creation of a differential advantage. The subject develops a competence to develop marketing within organisations as a strategic force rather than just as an operational department.
Subject objectives/outcomes
On successful completion of this subject students should be able to:
- Apply market-led strategic thinking and undertake strategic marketing planning.
- Undertake competitive marketing analyses and specify competitive positions.
- Formulate and implement competitive marketing strategies that lead to sustainable, superior performance in the market place.
- Work more effectively in teams to develop interpersonal, leadership and communication skills.
- Present more effectively in an informal and formal manner the findings of the group work components.
Contribution to graduate profile
Marketing Planning and Strategy deals with the process of developing and implementing a marketing strategy and how these processes can be managed to gain and sustain superior performance in the market place.
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.
Content
The subject will address topics like the following:
- Market-led strategic management
- Strategic marketing planning
- Competitive marketing analysis
- Identifying current and future competitive positions
- Competitive positioning strategies
- Implementing the marketing strategy
Assessment
Assessment item 1: Mid-semester Exam (Individual)
| Objective(s): | 1-3 |
| Weighting: | 30% |
| Task: | This addresses objectives 1, 2 and 3. |
Assessment item 2: Project Report (Group)
| Objective(s): | 1-5 |
| Weighting: | 30% |
| Task: | This addresses objectives 1, 2, 3, 4 and 5. |
Assessment item 3: Final Exam (Individual)
| Objective(s): | 1-3 |
| Weighting: | 40% |
| Task: | This addresses objectives 1, 2 and 3. |
Required text(s)
Hooley G, Piercy N and Nicoulaud B (2008), Marketing Strategy and Competitive Positioning, 4th edition, Prentice Hall.
Indicative references
Carlopio, J., Andrewartha, G., Whetten, D. A., Cameron, K. (2008). Developing Management Skills: A comprehensive guide for leaders, 4th edition, Prentice Hall
Lilien G., and Rangaswamy A. (2004). Marketing Engineering: Computer-Assisted Marketing Analysis and Planning, 2nd edition, Trafford Publishing
Reed P. (2006). Strategic Marketing Planning. 2nd edition, Thompson Australia
Kumar N. (2004) Marketing as Strategy: Understanding the CEO's Agenda for Driving Growth and Innovation, Harvard Business School
You should also study the reference readings at UTSOnline.
