University of Technology, Sydney

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24800 Strategic Marketing

Warning: The information on this page is indicative. The subject outline for a particular session, location and mode of offering is the authoritative source of all information about the subject for that offering. Required texts, recommended texts and references in particular are likely to change. Students will be provided with a subject outline once they enrol in the subject.

Subject handbook information prior to 2018 is available in the Archives.

UTS: Business
Credit points: 8 cp

Subject level:


Result type: Grade and marks

There are course requisites for this subject. See access conditions.


Marketing is about developing and selling products or services that meet consumers' needs. This subject covers the key concepts and analytical tools used to identify, evaluate, develop, target, position and launch products and services that meet market needs while driving sustainable competitive advantage. Included is a simulation game in which teams get a chance to design, price, advertise, promote and distribute products in a competitive marketplace where they battle with each other for market share and profitability. Teaching is based on a combination of lectures, supervised in-class group work and exercises, and case study discussions.

Subject learning objectives (SLOs)

Upon successful completion of this subject students should be able to:
1. apply marketing planning and strategy concepts and principles to an organisational context
2. identify constituents of the competitive environment and core competencies of the organisation
3. understand how to identify and implement competitive positioning strategies for market offerings
4. critically analyse and synthesise complex market research, operational and financial information and develop innovative tactical and strategic marketing decisions.

Course intended learning outcomes (CILOs)

This subject also contributes specifically to the following program learning objectives:

  • Research and design a framework for the formulation and implementation of strategies in a local and a global context (1.1)

Contribution to the development of graduate attributes

This subject teaches students the concepts, tools and implementation of marketing strategy, competitive positioning and implementation. Key tools include: environmental analysis, internal analysis, competitive and consumer/customer analysis, market segmentation, developing value propositions, and ways to create a sustainable advantage through strong competitive offer positioning and implementation. Included in the course is a sophisticated product marketing strategy and implementation simulation that allows students to develop and execute a marketing strategy for their simulated firm, including brand management, new product research and development, pricing, distribution and sales force management.

Teaching and learning strategies

The subject material is discussed using a combination of lectures, case analysis and in-class simulations, exercises and discussions. Participants will be required to work both individually and in small groups. The learning experience is enhanced by the active participation of students who can draw on a wide range of business experiences that will inform class discussions and decisions made during the course of the simulation.

This subject contributes to the development of the following graduate attribute:

  • Business knowledge and concepts

Content (topics)

  • Introduction to marketing management tool and tactics
  • Strategic marketing planning overview
  • Environmental analysis and forecasting
  • Competitive market analysis
  • Consumer analysis and market segmentation
  • Internal capabilities analysis relative to market offers
  • Identifying competitive positions
  • Evaluating sustainable competitive advantage
  • Positioning strategies
  • Marketing implementation


Assessment task 1: Reflective Essay (Individual)


This addresses subject learning objective(s):

1, 2, 3 and 4

This addresses program learning objectives(s):


Weight: 35%

Assessment task 2: Case Study Analysis (Individual)


This addresses subject learning objective(s):

1, 2, 3 and 4

Weight: 15%

Assessment task 3: The Strategic Marketing Plan for a New Product/Service (Individual/Group)


This addresses subject learning objective(s):

1, 2, 3 and 4

This addresses program learning objectives(s):


Weight: 40%

Assessment task 4: Participation (Individual)


This addresses subject learning objective(s):

1, 2, 3 and 4

Weight: 10%

Minimum requirements

To pass the subject, students must achieve at least 50% of the final overall grade.

Recommended texts

Douglas West, John Ford and Essam Ibrahim, Strategic Marketing, Creating Competitive Advantage, Second Edition, Oxford University Press, New York.