Unit rationale, description and aim
Strategic Marketing and Planning is the capstone unit of the marketing major. It brings together the marketing knowledge and skills developed throughout the major and provides students with the opportunity to demonstrate these skills through the creation of a well-researched, realistic marketing plan.
The unit covers material such as the processes involved in strategic marketing planning: design of competitive marketing strategies, and the implementation and control of strategic marketing plans, that are based on competitive differential advantage. Through integration of marketing theories, concepts, models and marketing practices covered in this unit and in previous marketing units, students will learn how to apply advanced analytical, planning and implementation skills in the planning of marketing strategies for existing and new products in the marketplace. The focus is on both new ventures as well as existing organisations. Additionally, this unit integrates perspectives from Catholic Social Thought (CST) and First Peoples' perspectives to enhance its ethical and practical dimensions through both its simulation and learning scenarios.
The aim of this unit is to give students a set of skills to assist them as future marketing practitioners. This set of skills has its foundational roots in units like buyer behaviour, market analytics, marketing communications and the marketing toolkit. It is then overlaid with knowledge about marketing plans, the process of planning, the basis of sound marketing strategy, and the design and implementation of strategy. The unit will help to make students ready to perform marketing roles within organisations. Please note that this unit includes a simulation, and participation in this simulation is a necessary part of unit content and assessment.
Learning outcomes
To successfully complete this unit you will be able to demonstrate you have achieved the learning outcomes (LO) detailed in the below table.
Each outcome is informed by a number of graduate capabilities (GC) to ensure your work in this, and every unit, is part of a larger goal of graduating from ACU with the attributes of insight, empathy, imagination and impact.
Explore the graduate capabilities.
Critically reflect on how to use a variety of anal...
Learning Outcome 01
Apply relevant knowledge to design a marketing str...
Learning Outcome 02
Develop a strategic marketing plan, mobilising ess...
Learning Outcome 03
Apply marketing tactics, such as marketing program...
Learning Outcome 04
Exemplify accurate referencing and professional wr...
Learning Outcome 05
Content
Topics will include:
- strategic planning and the strategic marketing plan
- conducting situation analysis and assessing market opportunities
- competitive marketing strategies and competitive advantage
- issues of stewardship and subsidiarity affecting marketing strategy and implementation
- implementation and control of strategic marketing plans.
Assessment strategy and rationale
To pass this unit, students must demonstrate mastery of all learning outcomes and achieve an overall mark of at least 50%. Each assessment task is marked in accordance with rubrics specifically developed to measure the level of achievement for the corresponding learning outcomes. A final grade is awarded that reflects overall achievement in the unit.
The assessment strategy enables students to progressively develop their knowledge and skills in marketing strategy and planning, ultimately equipping them to design both a marketing strategy and a marketing plan. To achiever this, assessment one focuses on a practical marketing simulation that students engage with on a weekly basis; assessment two requires students to develop a marketing strategy in a video format; and in assessment three, students will produce an industry‐ready marketing plan.
This unit also incorporates multiple formative opportunities throughout the course. Regular feedback checkpoints are embedded within the learning process to provide timely guidance regarding the simulation, while equitable support structures are in place to ensure that all students have access to the resources necessary to meet capstone-level expectations.The unit employs a two-lane approach for incorporating AI into selected assessment items, teaching students how to use AI ethically.
Overview of assessments
Assessment Task 1: Marketing Simulation Between ...
Assessment Task 1: Marketing Simulation
Between weeks 2 and 11, students will work together in groups to engage in an immersive marketing simulation that replicates real-world scenarios. This hands-on experience challenges them to apply theoretical concepts in practical settings. Student responses will be recorded individually in a forum. Evaluation will be based on both active participation in the simulation activities and the depth of insight demonstrated through their interpretation of the results.
Submission Type: Individual group simulation
Assessment Method: Simulated practicum with activities
30%
Assessment Task 2: Video (Marketing strategy) Th...
Assessment Task 2: Video (Marketing strategy)
This assessment task consists of a 8-minute marketing strategy video accompanied by a hard copy of the presentation slides This task requires students to demonstrate problem solving and analytical skills in the development of a marketing strategy for a product/brand/organisation, and the production of a video file. In this Assessment students may get assistance from a simulation software to complete the task.
Submission Type: Group
Assessment Method: Video/Presentation slides
Artefact: Video and presentation slides
30%
Assessment Task 3: Marketing Plan This assessmen...
Assessment Task 3: Marketing Plan
This assessment task consists of a 2000-word written marketing plan. This task requires students to demonstrate critical marketing practice skills and problem-solving skills in the synthesis and writing of a realistic strategic marketing plan for the product/ brand/organisation used in Assessment.
Submission Type: Individual
Assessment Method: Marketing Plan
Artefact: Written marketing plan/report
40%
Learning and teaching strategy and rationale
The learning and teaching strategy is based on student engagement in the learning process by participation in workshops or equivalent and practical activities designed to reinforce learning. Workshops support students to actively participate in the construction and synthesis of knowledge both individually and in small groups. This unit takes an active learning approach to guide students in the development, knowledge and processes utilised by organisations to develop sound strategic marketing and planning. Students are able to explore the knowledge base underpinning marketing strategy and planning in a series of practical activities. The latter are designed to support students to actively participate in the development of their knowledge, both individually and in groups. By participating in these workshops, the learner will develop an understanding of and practical skills in the strategic marketing processes and business tools used to develop, execute and evaluate marketing strategy. This unit takes a collaborative and experiential learning approach through a series of lectures, discussions and examples. This approach is designed for students to develop critical and reflective skills with practical skills in an independent and group environment.
Mode of delivery: This unit is delivered in both “Attendance” and “Online” modes to accommodate diverse learning needs and preferences, ensuring students progressively build their skills and maximise effective participation throughout the semester.