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Unit of study_
MKTG3118: Marketing Strategy and Planning
2025 unit information
This unit focuses on strategic and managerial aspects of marketing. It covers the development of innovative business models; segmentation, targeting and positioning; and key aspects of managing, organising and measuring marketing activities. The central theme is how marketing strategy and its management can create superior and sustainable value for both customers and shareholders. Assessment reflects this strategic decision-making approach, requiring students to take on the roles of marketing advisors and managers.
Unit details and rules
Managing faculty or University school:
Business (Business School)
| Study level | Undergraduate |
|---|---|
| Academic unit | Marketing |
| Credit points | 6 |
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Prerequisites:
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MKTG1001 |
|---|---|
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Corequisites:
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None |
| Prohibitions:
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None |
| Assumed knowledge:
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None |
At the completion of this unit, you should be able to:
- LO1. explain the key strategic marketing principles that contribute to marketing strategy as a multidisciplinary area of study, and the relationships between them
- LO2. demonstrate sound analytical and problem solving skills required to make informed strategic planning decisions and recommendations for real marketing issues in both an individual and group learning context
- LO3. apply strategic marketing theory principles to a range of relevant marketing scenarios
- LO4. engage in robust debates, both verbally in class and through written responses, which question conventional assumptions on key marketing issues.
Unit availability
This section lists the session, attendance modes and locations the unit is available in. There is a unit outline for each of the unit availabilities, which gives you information about the unit including assessment details and a schedule of weekly activities.
The outline is published 2 weeks before the first day of teaching. You can look at previous outlines for a guide to the details of a unit.
| Session | MoA ? | Location | Outline ? |
|---|---|---|---|
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Semester 1 2025
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Normal day | Camperdown/Darlington, Sydney |
Outline unavailable
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Modes of attendance (MoA)
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