Marketing Strategy and Planning

Postgraduate | 2026

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Area/Catalogue
MARK 6003
Course ID icon
Course ID
201757
Level of study
Level of study
Postgraduate
Unit value icon
Unit value
6
Course level icon
Course level
2
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Inbound study abroad and exchange
Inbound study abroad and exchange
The fee you pay will depend on the number and type of courses you study.
Yes
University-wide elective icon
University-wide elective course
Yes
Single course enrollment
Single course enrolment
Yes
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Note:
Course data is interim and subject to change

Course overview

This course teaches students how to construct a professional, comprehensive marketing strategy and plan. Students undertake internal and external analyses of a firm, develop objectives and a marketing strategy to accomplish them. The course also examines the topics of ethical issues in marketing, as well as how managerial beliefs and biases may hinder effective marketing strategy. The course also examines a broad range of strategy concepts, knowledge of which form valuable context for managerial decisions in line with the aims of the program.

Course learning outcomes

  • Analyse the internal and external environment faced by a firm, including analysis of firm or market-based data as well as an ability to make links between trends, factors in that data or information
  • Set strategic marketing objectives and direction and argue why they are appropriate choices
  • Devise marketing strategies, tactics, programmes and budgets
  • Write a marketing plan
  • Identify and discuss a range of strategy concepts and how real firm’s marketing strategies reflect these underlying concepts
  • Understand ethical issues in marketing strategy

Prerequisite(s)

N/A

Corequisite(s)

N/A

Antirequisite(s)

N/A