MKT389 Strategic Marketing and Planning (8)

This subject focuses on strategic approaches to marketing management and deals with the process of developing and implementing a marketing strategy. Further, it examines how these processes can be managed to gain and sustain superior performance in the competitive market place.

A closer examination of the business mission, strategies and objectives provide a framework for the development of the strategic marketing planning process.

An in depth situation analysis combined with concepts such as market segmentation and sustainable competitive advantage provide input into the marketing strategy decision process.


Session 1 (30)
On Campus
Jilin Uni- Finance & Economics
Tianjin University of Commerce
Term 1 (75)
On Campus
Yangzhou University
Yunnan Uni-Finance & Economics

Continuing students should consult the SAL for current offering details: MKT389. Where differences exist between the Handbook and the SAL, the SAL should be taken as containing the correct subject offering details.

Subject Information

Grading System



One session


School of Management and Marketing

Enrolment Restrictions

Students completing Stages I, II and III of the Bachelor of Business Studies China Program or students enrolled in a Transnational Education Partner Program only. Not available to students who have studied MKT381 or MKT340.

Assumed Knowledge


Subject Relationships

MKT340 There is a significant overlap in content.
MKT381 There is a significant overlap in content.

Incompatible Subjects

MKT340, MKT381

Learning Outcomes

Upon successful completion of this subject, students should:
  • be able to identify and explain the relationship between strategic marketing planning and organisational strategy.
  • be able to explain the concept of market orientation and its relevance to various functions/departments within an organisation.
  • be able to apply appropriate tools to analyse and better understand both the external and internal environments of a business.
  • be able to devise marketing strategies to achieve organisational objectives using a range of strategic assessment tools and informational resources.
  • be able to contextualise strategic marketing across a range of organisational types and settings to develop competitve advantage.


This subject will cover the following topics:
  • Marketing strategy and planning
  • Competitive market analysis; customer analysis, competitor analysis
  • Understanding the organisational resource base
  • Market segmentation and positioning
  • Creating sustainable competitive advantage
  • Competitive positioning strategies
  • Strategy implementation
  • Strategy implementation and internal marketing

Indicative Assessment

The following table summarises the assessment tasks for the online offering of MKT389 in Term 3 2020. Please note this is a guide only. Assessment tasks are regularly updated and can also differ to suit the mode of study (online or on campus).

Item Number
Value %
Report - marketing strategies of luxury brands
Final exam

The information contained in the CSU Handbook was accurate at the date of publication: May 2021. The University reserves the right to vary the information at any time without notice.