1 x 2-hour lecture weekly
1 x 50-minute tutorial weekly
1 of BUSN2015, BUSN2025, BUSN1022
Topic description

This topic deals with the place a marketing plan has within the overall business plan of an organisation. It examines the marketing strategies most appropriate under a range of different market and product life-cycle circumstances. Finally, it provides a template for developing a marketing plan that meets the needs of the organisation's aims and objectives within the context of a particular product and market.

Educational aims

This topic aims to:

  • Introduce the concepts and tools used in strategic marketing
  • Provide an understanding of the importance of marketing strategies in business
  • Develop an ability to analyse market opportunities in a variety of differing market contexts
  • Develop an ability to formulate marketing strategies and develop marketing plans
Expected learning outcomes
On completion of this topic you will be expected to be able to:

  1. Explain where marketing plans fit within the organisation's overall business plan
  2. Describe the various marketing strategies that are appropriate for different product contexts
  3. Identify and collect the information necessary to produce a viable marketing plan
  4. Analyse market based data for opportunities relevant to an organisation
  5. Outline the requirements for the effective implementation of marketing plans
  6. Create a strategic marketing plan that is consistent with an organisation's overall objectives

Key dates and timetable

(1), (2)

Each class is numbered in brackets.
Where more than one class is offered, students normally attend only one.

Classes are held weekly unless otherwise indicated.


If you are enrolled for this topic, but all classes for one of the activities (eg tutorials) are full,
contact your College Office for assistance. Full classes frequently occur near the start of semester.

Students may still enrol in topics with full classes as more places will be made available as needed.

If this padlock appears next to an activity name (eg Lecture), then class registration is closed for this activity.

Class registration normally closes at the end of week 2 of each semester.

Classes in a stream are grouped so that the same students attend all classes in that stream.
Registration in the stream will result in registration in all classes.
  Unless otherwise advised, classes are not held during semester breaks or on public holidays.