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BHO3435 Marketing Planning And Strategy

tag 0 Download 18 Pages / 4,313 Words tag 03-07-2021


This unit of study adopts a strategic approach to marketing. The tools, techniques, research methods and analyses performed in the preparation of a marketing strategy plan will be covered in detail. In addition, the unit of study will evaluate a number of theories developed to assist with strategy formulation. Topics covered include: the evolution of strategic marketing thought, trends in marketing strategy, portfolio analysis, competitor audits, market and customer audits, situation analysis,selecting strategic alternatives, the business vision and mission, implementation and control processes. The culmination of this unit of study may involve the preparation of a marketing plan.

This Unit of Study will be delivered as2 hour lecture and 1 hour tutorial each week. It is expected that you will spend at least ten hours per week studying this Unit of Study (including lecture and tutorial time). This time should be made up of reading, research, working on exercises and group work. In periods where you need to complete assignments or prepare for tests, the workload may be greater. 

Victoria University’s Graduate Capabilities are generic skills that all students should possess at graduation. These skills are in addition to the specific knowledge and skills associated with the discipline area of students’ degrees. Graduate Capabilities are divided into five levels (for undergraduates) and will be achieved progressively with increasing levels of sophistication. A full description of the Graduate Capabilities can be found in the Capabilities policy pages 7-8.

This unit of study contributes to development of these Graduate Capabilities in a number of ways.Table 1 offers examples of how the teaching and learning activities in this unit and the assessment tasks correspond to each Graduate Capability. The shaded boxes are capabilities on which this unit of study particularly focuses.
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Total 18 pages

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