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.

2026 10

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  • Term Mode
  • Semester 2Campus Attendance
  • Term Mode
  • Semester 2Campus Attendance
  • Term Mode
  • Semester 2Campus Attendance
  • Term Mode
  • Semester 2Online Scheduled
  • ACU Term 3Online Unscheduled
  • Term Mode
  • Semester 2Campus Attendance

Prerequisites

MKTG207 Marketing Toolkit OR MKTG100 OR MKTG210

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

Critically reflect on how to use a variety of analytical tools and frameworks in strategic marketing, and incorporate self-reflections on learning
Relevant Graduate Capabilities: GC7, GC8, GC11

Apply relevant knowledge to design a marketing str...

Learning Outcome 02

Apply relevant knowledge to design a marketing strategy, based on competitive advantage, taking into account customer needs and incorporating consumer-driven trends toward sustainable marketing practices
Relevant Graduate Capabilities: GC2, GC4, GC12

Develop a strategic marketing plan, mobilising ess...

Learning Outcome 03

Develop a strategic marketing plan, mobilising essential organisational resources and including relevant inputs/analysis for the achievement of long- term organisational goals
Relevant Graduate Capabilities: GC4, GC8, GC12

Apply marketing tactics, such as marketing program...

Learning Outcome 04

Apply marketing tactics, such as marketing programs, schedules and budgets in the implementation of the strategic marketing plan
Relevant Graduate Capabilities: GC2, GC7, GC11

Exemplify accurate referencing and professional wr...

Learning Outcome 05

Exemplify accurate referencing and professional writing through the use of relevant information from appropriate high-quality sources to support points made, including accurate referencing
Relevant Graduate Capabilities: GC11

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

Weighting

30%

Learning Outcomes LO1, LO2, LO4, LO5
Graduate Capabilities GC2, GC7, GC8, GC11

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

Weighting

30%

Learning Outcomes LO1, LO2, LO3
Graduate Capabilities GC2, GC4, GC8, GC12

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

Weighting

40%

Learning Outcomes LO3, LO4, LO5
Graduate Capabilities GC2, GC7, GC8, GC11

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.

Representative texts and references

Representative texts and references

Benkenstein, M., & Brock, C. (2021). Strategisches Marketing: ein wettbewerbsorientierter Ansatz. Kohlhammer Verlag.

Campbell, A., Deshpande, S., Kumar, S., Rundle-Thiele, S., & West, T. (2023). Input, outcome, and impact: A program-informed model to improve the effectiveness of corporate social marketing. Social Marketing Quarterly29(4), 319-349.

Craven, D., Piercy, N. (2017) Strategic Marketing, EBOOK, 1st ed. McGraw-Hill

Elov, O. K., Kholboyeva, M., & Pirmamatova, N. (2024). Consumer behavior and marketing strategy. World of Scientific news in Science2(2), 722-726.

Ferrell, O C, Hartline, M and Hochstein, B W 2020 Marketing Strategy, 8th Ed Cengage

Hooley, G., Piercy, N.F., Nicoulaud, B., and Rudd, J.M. and Lee. N. (2020), Marketing Strategy & Competitive Positioning, 7th Edition, Pearson UK[KL1] 

Olson, E. M., Olson, K. M., Czaplewski, A. J., & Key, T. M. (2021). Business strategy and the management of digital marketing. Business horizons64(2), 285-293.

Palmatier, R. W. and Sridhar, S (2017), Marketing Strategy based on First Principles and Data Analytics, Macmillan

Reed, P. (2015) Strategic Marketing: Decision Making & Planning, 4th Edition, Cengage

Sodiqova, N. T., & Qudratova, G. M. (2024). ENTERPRISE MARKETING STRATEGY. MODERN EDUCATIONAL SYSTEM AND INNOVATIVE TEACHING SOLUTIONS1(3), 259-265.

Wood, Benjamin, et al. "Market strategies used by processed food manufacturers to increase and consolidate their power: a systematic review and document analysis." Globalization and health 17 (2021): 1-23.

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