Topics: Strategic management, Marketing, Case study Pages: 31 (4466 words) Published: March 28, 2014

Mode of study:


Tuition pattern summary:

This unit does not have a fieldwork component.

Credit Value:


Pre-‐requisite units:

9807 (﴾v.0)﴿ Marketing Research 200 or any previous version

Co-‐requisite units:


Anti-‐requisite units:


Result type:


Approved incidental fees:

Information about approved incidental fees can be obtained from our website. Visit for details.

Unit coordinator:

Consultation times:

Michael Baird
+618 9266 3289
[email protected]
Wed: 1200-‐1400 & Fri: 1200-‐1400

Administrative contact:


Elizabeth Martella
08 9266 1250
[email protected]
Level 2

Learning Management System:

Blackboard (﴾﴿

Teaching Staff:

3900 Strategic Marketing 310
Bentley Campus
28 Feb 2014
School of Marketing, Curtin Business School

Page: 1 of 13
CRICOS Provider Code
WA 00301J, NSW 02637B

Curtin Business School
School of Marketing

Acknowledgement of Country
We respectfully acknowledge the Indigenous Elders, custodians, their descendants and kin of this land past and present.

Advanced unit aimed at developing strategic decision making skills with particular reference to marketing. This unit presents the philosophy of integrating market planning into the strategic planning process to cope with an ever changing and challenging business environment characterised by unparalleled technological developments and intensifying competition. Strategic market planning enables managers to undertake a process of market analysis and identification that will determine what business direction it wants to achieve, and how to proceed in a systematic way to turn specific opportunities into profitable businesses. This unit presents a set of normative procedures, which may be utilised to generate a varied range of innovative strategic options and provides a basis for choosing a rational programme for action.

In an effort to cope with a dynamic and challenging environment, modern companies use two key processes to build their future. The first is strategic planning which enables top management to determine what corporate direction it wants to achieve. The second is marketing planning which enables the company to systematically identify and develop specific opportunities into profitable businesses. This unit presents the conceptual idea of integrating marketing planning into the strategic planning process.

Unit Learning Outcomes
Graduate Attributes

On successful completion of this unit students can:
1 Explain the concept of strategic market planning and its role within a strategic business unit 2 Conduct information search, aggregation, and data analysis based on business-‐related data from secondary information sources to analyse customers, competitors, environmental trends, marketing characteristics, company capabilities, and cost dynamics 3 Apply critical thinking through the use of strategic planning tools including SWOT (﴾Strengths, Weaknesses, Opportunity and Threats)﴿ analysis, TOWS matrix, portfolio analysis, experience curve, PIMS (﴾Profit Impact of Market Strategy)﴿ and game theory 4 Formulate goals and objectives for a strategic business unit based on an evaluation of the current and desired situation 5 Recommend innovative marketing strategies to achieve desired goals and objectives

Curtin's Graduate Attributes
Apply discipline knowledge

Thinking skills

Information skills

(﴾use analytical skills to solve problems)﴿

(﴾confidence to investigate new ideas)﴿

Communication skills

Technology skills

International perspective

Cultural understanding

(﴾value the perspectives of others)﴿

(﴾value the perspectives of others)﴿

Learning how to learn
(﴾apply principles learnt to...
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