Marketing Strategy and Planning

Postgraduate | 2026

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Mode icon
Mode
Mode
Your studies will be on-campus, and may include some online delivery
On campus
area/catalogue icon
Area/Catalogue
MARK 6003
Course ID icon
Course ID
201757
Campus icon
Campus
Adelaide City Campus West
Level of study
Level of study
Postgraduate
Unit value icon
Unit value
6
Course owner
Course owner
Marketing
Course coordinator
Course coordinator
John Dawes, Aaron Michelon
Course level icon
Course level
2
Work Integrated Learning course
Work Integrated Learning course
No
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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.

  • Introduction to Marketing Planning
  • Internal Analysis
  • Global Environment Analysis
  • Market Environment Analysis
  • SWOT Analysis, Objectives, and Assumptions
  • Marketing Strategy
  • Marketing Program, Budget, Key Metrics
  • Effective use of Tables and Graphs in a marketing plan; Marketing Ethics
  • Empirical Generalisations and their implication for marketing planning
  • Managerial Biases and what they mean for marketing planning

Course learning outcomes

  • Critically analyse complex internal and external environments faced by a firm, using firm or market-based data.
  • Evaluate and synthesise information from multiple sources to develop strategic marketing objectives that align with firm strategy.
  • Demonstrate a knowledge of contemporary marketing theory and evidence-based research to construct a realistic and well-informed marketing plan that is actionable, innovative and ethical.
  • Demonstrate advanced level communication skills to justify marketing strategies, tactics, programmes and budgets.
  • Identify and discuss a range of strategy concepts and how real firm’s marketing strategies reflect these underlying concepts.
  • Demonstrate an understanding of ethical issues in marketing strategy.

Prerequisite(s)

N/A

Corequisite(s)

N/A

Antirequisite(s)

N/A