Marketing Strategy and Planning

Overview

This unit examines the core elements of marketing strategy in contemporary business environments, including strategy formulation, implementation and evaluation. It explores key analytical frameworks used to assess markets, competitors and customer segments, and considers how these insights inform strategic recommendations. The unit emphasises evidence‑based decision‑making and the integration of strategic thinking into planning and control processes. Strategic analysis is applied in practical and dynamic contexts, enabling the development of coherent marketing strategies that support sustainable organisational performance.

Unit learning outcomes

1. Develop strategies and research-based responses to address real-world issues and problems using relevant decision-making theories and frameworks and present them using appropriate digital formats
2. Analyse and synthesise information from diverse sources and digital formats relating to the competitor environment and customer base for an organisation.
3. Prepare an integrated and comprehensive marketing strategy that aligns with an organisation’s mission, including strategic recommendations supported by evidence‑based analysis
4. Apply team work knowledge and skills in effective collaboration across a range of activities and contexts

Teaching methods

Hawthorn

Assessment

Content

• Introduction to marketing strategy and planning
• Conducting a detailed situation analysis including industry and market analyses
• Linking planning with strategic development: Setting marketing objectives
• Developing strategic competitive advantage
• Customer profiling, targeting and positioning
• Developing product, brand, pricing, distribution and marketing communication strategies
• Frameworks to measure progress and performance
• Control and implementation of the marketing plan