24415 Marketing Planning and Strategy
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particular session, location and mode of offering is the authoritative source
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Subject handbook information prior to 2025 is available in the Archives.
Credit points: 6 cp
Subject level:
Undergraduate
Result type: Grade and marksRequisite(s): ((24108 Marketing Foundations OR 24109 Marketing and Customer Value) AND 24202 Consumer Behaviour)
These requisites may not apply to students in certain courses.
There are course requisites for this subject. See access conditions.
Description
Why do some organisations deliver better performance than others? This is the fundamental question of strategy. This subject covers the knowledge and skills necessary to create and sustain superior performance in the marketplace through market-led strategic management. It focuses on the essential issues in strategy, such as opportunity identification, strategy formulation and strategy implementation. There is almost never one right answer to a business scenario, but strong analysis skills always deliver a much better set of answers than weak analysis skills. The subject develops a competence to develop marketing within organisations as a strategic force rather than just as an operational department.
Subject learning objectives (SLOs)
| 1. | review relevant marketing strategy concepts |
|---|---|
| 2. | undertake competitive marketing analyses and specify competitive positions |
| 3. | formulate and implement competitive marketing strategies that lead to sustainable, superior performance in the market place. |
Contribution to the development of graduate attributes
Marketing Planning and Strategy deals with the processes of developing and implementing marketing strategies and how these processes can be managed to gain and sustain superior performance in the market place.
This subject contributes to the development of the following graduate attributes:
- Professional and technical competence
Teaching and learning strategies
It is taught through a combination of lectures and workshops (i.e. tutorials). Students will need to access materials (available on the learning management system) prior to each week's class and complete any set activities to ensure adequate preparation. The lectures and tutorials involve a variety of different learning activities including critical debate, in-depth case deliberations, simulation exercises and presentations. Tutorials and lectures will include time where students will work together in student led discussion of the exercise and/or case with the provision of tutor and peer feedback. These classes will be supplemented with both printed and electronic learning materials and resources which students use to prepare and complete activities before and after lectures and tutorials. The UTS Learning Management System will be used to share information and encourage interaction between staff and students. Students will also use appropriate computer software such as spreadsheets and word processors to complete assigned tasks. All students will be provided with the opportunity for initial feedback on their performance in the subject during the first six weeks of the semester, for example, online quizzes, tutorial exercises, presentations and other assessment methods. Further feedback will be provided in relation to submitted assessment tasks.
Content (topics)
- Market-led strategic management
- Strategic marketing planning
- Company analysis
- Analysing markets
- Competitive positioning strategies
- Formulating marketing strategies
- Implementing marketing strategies
Assessment
Assessment task 1: Comprehensive Case Analysis (Group 10%, Individual 15%)
| Objective(s): | This addresses subject learning objective(s): 1, 2 and 3 |
|---|---|
| Weight: | 25% |
| Criteria: |
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Assessment task 2: Mid-session Quiz (Individual)*
| Objective(s): | This addresses subject learning objective(s): 1, 2 and 3 |
|---|---|
| Weight: | 20% |
| Criteria: |
*Note: Late submission of the assessment task will not be marked and awarded a mark of zero. The tutorial quiz will be administered in accordance with UTS Student Rules “Section 9 - Examination of coursework” and students must bring an official UTS Student ID card. Students who fail to bring their valid UTS Student ID card will not be allowed in the examination room which will result in a mark of zero for this assessment. Students are required to attend their allocated tutorial time during this examination, failing to do so will result in a mark of zero for this assessment. There is no alternative quiz for this subject. Students who do not attend the faculty-based tutorial quiz will have the weighting of that assessment added to the final examination conditional on the students submitting, receiving approval and complying with the requirements of special consideration in accordance with the UTS rules. If the composite mark for the final exam then totals more than 50 per cent and the student is in the final subject of their degree, the UTS rules on borderline result (range of 45-49) shall apply whereby students will be allowed to undertake a supplementary final examination. Where a student completes and passes a supplementary examination, the maximum mark awarded for the subject will be 50 Pass. |
Assessment task 3: Final Exam (Individual)
| Objective(s): | This addresses subject learning objective(s): 1, 2 and 3 |
|---|---|
| Weight: | 40% |
| Criteria: |
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Assessment task 4: Business case discussion (Group)
| Objective(s): | This addresses subject learning objective(s): 1 and 2 |
|---|---|
| Weight: | 15% |
| Criteria: |
|
Minimum requirements
Students must achieve at least 50% of the subject’s total marks.
Recommended texts
Recommended Textbook
The content of this subject is partly based on the following textbook. Students are encouraged to buy a hard/electronic copy of this textbook.
Marketing Strategy: Text and Cases, 8th Edition (2021), by Ferrell, Hartline and Hochstein. CENGAGE.
Other resources
Canvas is a web-based learning tool. In Marketing Planning and Strategy Canvas is used for asking and answering questions (via Discussion Forums); keeping up to date (via Announcements); accessing learning resources (via Subject Materials); and checking your grades (via Tools).
It is an expectation and responsibility to access this resource at least once a week. To log in to Canvas: 1. Visit https://canvas.uts.edu.au/ 2. Type your user name (Your user name is your student number e.g. 12345678). 3. Type your password (Your password is the same as your e-mail password. You will need to activate your UTS e-mail account first.) 4. Click "Login" Marketing Strategy operates a level 3 Canvas program (information plus moderated discussion board). This means that you will be using Canvas a great deal. The discussion board forums are used extensively. We have staff dedicated to answering your content and administrative questions. We endeavour to answer questions within within 48 hours of posting.