Outline

Overview

This unit is a survey of marketing strategy and planning. It critically evaluates key marketing strategy concepts such as SWOT analysis; alternative identification and evaluation; marketing research to inform strategic decision making; selection of alternatives and implementation of strategy and the role of the marketing mix elements in marketing strategy. It also critically evaluates sustainable and non-sustainable advantages.

Unit details and rules

Academic unit	Marketing
Credit points	6
Prerequisites ?	MKTG5001
Corequisites ?	None
Prohibitions ?	None
Assumed knowledge ?	None
Available to study abroad and exchange students	Yes

Teaching staff

Coordinator	Ranjit Voola, ranjit.voola@sydney.edu.au

Assessment

The census date for this unit availability is 31 August 2026

Details
Criteria

Type	Description	Weight	Due	Length	Use of AI
Written exam	Final exam (Closed book) Short and Long Q&A	35%	Formal exam period Closing date: 05 Dec 2021	2 hours	AI prohibited
Outcomes assessed:
Contribution	Participation Meaningful participation in live and asynchronous environments.	15%	Ongoing Closing date: 06 Nov 2026	Throughout the unit	AI allowed
Outcomes assessed:
Written work	Final Assignment report Written report (incl. tables & figures but excluding references)	30%	Week 12 Due date: 30 Oct 2026 at 23:59 Closing date: 24 Nov 2021	3500 words (incl. tables & figures)	AI allowed
Outcomes assessed:
Presentation	Presentation Presentation	20%	Weekly Due date: 10 Aug 2026 at 23:59 Closing date: 12 Nov 2021	30 Minutes including Q&A	AI allowed
Outcomes assessed:
= group assignment ?

Assessment summary

Final exam: This will include all material covered in lecturers, workshops, including activities, exercises, readings, case studies, presentations by your peers or guest lecturers (if invited). It will also test your critical thinking and reflection skills in the context of marketing strategy.
Final Assignment Project (Group- written): Students will work in their groups to critically engage with marketing strategy concepts and practice
Presentation (Group): Students will be given a task that they will have to prepare for and present in the tutorials.
Participation: At the end of the semester each student will be allotted a participation mark based on their participation in class and on online forums (Canvas). This is aimed at encouraging active participation to promote students’ own and their peers’s learning. Being able to contribute to group learning and solving problems with others is an attribute employers value highly.
Detailed information for each assessment can be found on Canvas.

Assessment criteria

The University awards common result grades, set out in the Coursework Policy 2014 (Schedule 1).

As a general guide, a high distinction indicates work of an exceptional standard, a distinction a very high standard, a credit a good standard, and a pass an acceptable standard.

Result name	Mark range	Description
High distinction	85 - 100	Awarded when you demonstrate the learning outcomes for the unit at an exceptional standard, as defined by grade descriptors or exemplars outlined by your faculty or school.
Distinction	75 - 84	Awarded when you demonstrate the learning outcomes for the unit at a very high standard, as defined by grade descriptors or exemplars outlined by your faculty or school.
Credit	65 - 74	Awarded when you demonstrate the learning outcomes for the unit at a good standard, as defined by grade descriptors or exemplars outlined by your faculty or school.
Pass	50 - 64	Awarded when you demonstrate the learning outcomes for the unit at an acceptable standard, as defined by grade descriptors or exemplars outlined by your faculty or school.
Fail	0 - 49	When you don’t meet the learning outcomes of the unit to a satisfactory standard.

For more information see guide to grades.

Use of generative artificial intelligence (AI)

You can use generative AI tools for open assessments. Restrictions on AI use apply to secure, supervised assessments used to confirm if students have met specific learning outcomes.

Refer to the assessment table above to see if AI is allowed, for assessments in this unit and check Canvas for full instructions on assessment tasks and AI use.

If you use AI, you must always acknowledge it. Misusing AI may lead to a breach of the Academic Integrity Policy.

Visit the Current Students website for more information on AI in assessments, including details on how to acknowledge its use.

Late submission

In accordance with University policy, these penalties apply when written work is submitted after 11:59pm on the due date:

Deduction of 5% of the maximum mark for each calendar day after the due date.
After ten calendar days late, a mark of zero will be awarded.

This unit has an exception to the standard University policy or supplementary information has been provided by the unit coordinator. This information is displayed below:

Business School rules apply.

Academic integrity

The University expects students to act ethically and honestly and will treat all allegations of academic integrity breaches seriously.

Our website provides information on academic integrity and the resources available to all students. This includes advice on how to avoid common breaches of academic integrity. Ensure that you have completed the Academic Honesty Education Module (AHEM) which is mandatory for all commencing coursework students

Penalties for serious breaches can significantly impact your studies and your career after graduation. It is important that you speak with your unit coordinator if you need help with completing assessments.

Visit the Current Students website for more information on AI in assessments, including details on how to acknowledge its use.

Learning support

Simple extensions

If you encounter a problem submitting your work on time, you may be able to apply for an extension of five calendar days through a simple extension.  The application process will be different depending on the type of assessment and extensions cannot be granted for some assessment types like exams.

Special consideration

If exceptional circumstances mean you can’t complete an assessment, you need consideration for a longer period of time, or if you have essential commitments which impact your performance in an assessment, you may be eligible for special consideration or special arrangements.

Special consideration applications will not be affected by a simple extension application.

Using AI responsibly

Co-created with students, AI in Education includes lots of helpful examples of how students use generative AI tools to support their learning. It explains how generative AI works, the different tools available and how to use them responsibly and productively.

Support for students

The Support for Students Policy reflects the University’s commitment to supporting students in their academic journey and making the University safe for students. It is important that you read and understand this policy so that you are familiar with the range of support services available to you and understand how to engage with them.

The University uses email as its primary source of communication with students who need support under the Support for Students Policy. Make sure you check your University email regularly and respond to any communications received from the University.

Learning resources and detailed information about weekly assessment and learning activities can be accessed via Canvas. It is essential that you visit your unit of study Canvas site to ensure you are up to date with all of your tasks.

If you are having difficulties completing your studies, or are feeling unsure about your progress, we are here to help. You can access the support services offered by the University at any time:

Support and Services (including health and wellbeing services, financial support and learning support)
Course planning and administration
Meet with an Academic Adviser

Weekly schedule

WK	Topic	Learning activity
Week 01	Introduction to contemporary marketing strategy/ Introductions to each other and a workshop	Seminar (3 hr)
Week 02	External and Customer Analysis/ workshop	Seminar (3 hr)
Week 03	Competitor Analysis/workshop	Seminar (3 hr)
Week 04	Marketing Strategy and the United Nations Sustainable Development Goals (SDGs)/workshop	Seminar (3 hr)
Week 05	Marketing Strategy at the Base of the Pyramid/Workshop/Presentation	Seminar (3 hr)
Week 06	Market and SubMarket Analysis/Workshop/Presentation	Seminar (3 hr)
Week 07	Enviornmental and Strategic Analysis/workshop/presentation	Seminar (3 hr)
Week 08	Creating Advantage: Value Propositions/workshop/presentation	Seminar (3 hr)
Week 09	Building and managing customer relationships and creating valuable customers/workshop/presentation	Seminar (3 hr)
Week 10	Energising and Leveraging the Business/workshop/presentation	Seminar (3 hr)
Week 11	Creating New Business/workshop/presentation	Seminar (3 hr)
Week 12	Marketing Strategy and Artificial Intelligence/workshop/presentation	Seminar (3 hr)
Week 13	Course review and practice questions	Seminar (3 hr)

Attendance and class requirements

Lecture recordings: All lectures and/or seminars are recorded and will be available on Canvas for student use.

Study commitment

Typically, there is a minimum expectation of 1.5-2 hours of student effort per week per credit point for units of study offered over a full semester. For a 6 credit point unit, this equates to roughly 120-150 hours of student effort in total.

Required readings

Required textbook:

Aaker, D., and Moorman, C. Strategic Marketing Management, 11th edition . John Wiley and Sons.

Learning outcomes

Learning outcomes are what students know, understand and are able to do on completion of a unit of study. They are aligned with the University's graduate qualities and are assessed as part of the curriculum.

Outcomes
Graduate qualities

At the completion of this unit, you should be able to:

LO1. Apply and reflect on academic underpinnings of theories and managerial applications in marketing strategy. For this, critically evaluate key strategic marketing concepts and decisions from both an academic and practical perspectives.
LO2. Critically analyse external and internal marketing environments
LO3. critically evaluate key strategic marketing concepts from both an academic and a practical perspective
LO4. Engage in creative thinking, critical thinking and decision-making through the synthesis of insights from data and inputs
LO5. Critically evaluate how sustainability and the SDGs can be incorporated into marketing strategy
LO6. Reflect on learning via written and oral presentation and communication. For example, engage in robust debates on key strategic marketing issues

Graduate qualities

The graduate qualities are the qualities and skills that all University of Sydney graduates must demonstrate on successful completion of an award course. As a future Sydney graduate, the set of qualities have been designed to equip you for the contemporary world.

GQ1	Depth of disciplinary expertise Deep disciplinary expertise is the ability to integrate and rigorously apply knowledge, understanding and skills of a recognised discipline defined by scholarly activity, as well as familiarity with evolving practice of the discipline.
GQ2	Critical thinking and problem solving Critical thinking and problem solving are the questioning of ideas, evidence and assumptions in order to propose and evaluate hypotheses or alternative arguments before formulating a conclusion or a solution to an identified problem.
GQ3	Oral and written communication Effective communication, in both oral and written form, is the clear exchange of meaning in a manner that is appropriate to audience and context.
GQ4	Information and digital literacy Information and digital literacy is the ability to locate, interpret, evaluate, manage, adapt, integrate, create and convey information using appropriate resources, tools and strategies.
GQ5	Inventiveness Generating novel ideas and solutions.
GQ6	Cultural competence Cultural Competence is the ability to actively, ethically, respectfully, and successfully engage across and between cultures. In the Australian context, this includes and celebrates Aboriginal and Torres Strait Islander cultures, knowledge systems, and a mature understanding of contemporary issues.
GQ7	Interdisciplinary effectiveness Interdisciplinary effectiveness is the integration and synthesis of multiple viewpoints and practices, working effectively across disciplinary boundaries.
GQ8	Integrated professional, ethical, and personal identity An integrated professional, ethical and personal identity is understanding the interaction between one’s personal and professional selves in an ethical context.
GQ9	Influence Engaging others in a process, idea or vision.

Outcome map

Learning outcomes	Graduate qualities
Learning outcomes

Responding to student feedback

This section outlines changes made to this unit following staff and student reviews.

This unit has been revised to make it relevant for contemporary marketing.

Additional information

Disclaimer

Important: the University of Sydney regularly reviews units of study and reserves the right to change the units of study available annually. To stay up to date on available study options, including unit of study details and availability, refer to the relevant handbook.

To help you understand common terms that we use at the University, we offer an online glossary.

Current students

Overview

Overview

Unit details and rules

Teaching staff

Assessment

Assessment

Assessment summary

Assessment criteria

Use of generative artificial intelligence (AI)

Late submission

Academic integrity

Learning support

Learning support

Simple extensions

Special consideration

Using AI responsibly

Support for students

Weekly schedule

Weekly schedule

Attendance and class requirements

Study commitment

Required readings

Learning outcomes

Learning outcomes

Graduate qualities

Outcome map

Responding to student feedback

Responding to student feedback

Additional information

Additional information

Disclaimer

On this page

Useful links

MKTG6003: Marketing Strategy

Semester 2, 2026 [Normal day] - Camperdown/Darlington, Sydney

Overview

Overview

Unit details and rules

Teaching staff

Assessment

Assessment

Assessment summary

Assessment criteria

Use of generative artificial intelligence (AI)

Late submission

Academic integrity

Learning support

Learning support

Simple extensions

Special consideration

Using AI responsibly

Support for students

Weekly schedule

Weekly schedule

Attendance and class requirements

Study commitment

Required readings

Learning outcomes

Learning outcomes

Graduate qualities

Outcome map

Responding to student feedback

Responding to student feedback

Additional information

Additional information

Disclaimer

On this page

Useful links