Marketing Strategy and Planning (MKTG3118)


This unit will focus on strategic and managerial aspects of marketing. It will cover the development of innovative, business models; segmentation, positioning and lifecycle strategies; and key aspects of managing and organising marketing activities, and measuring performance. The central theme is how marketing strategy and its management can create superior and sustainable value for both customers and shareholders. Assessment will reflect the Unit's strategic decision-making approach, requiring students to take on the roles of marketing advisors and managers.

Our courses that offer this unit of study

Further unit of study information


1x 2hr lecture and 1x 1hr tutorial per week


tutorial participation (10%), assignment (15%), presentation (10%), project (25%), final exam (40%)

Faculty/department permission required?


Unit of study rules


(MKTG1001 or MKTG2001) and (MKTG2112 or MKTG2002) and (MKTG2113 or MKTG1002 or MKTG2003)



Study this unit outside a degree

Non-award/non-degree study

If you wish to undertake one or more units of study (subjects) for your own interest but not towards a degree, you may enrol in single units as a non-award student.

Cross-institutional study

If you are from another Australian tertiary institution you may be permitted to underake cross-institutional study in one or more units of study at the University of Sydney.