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MKTG13-320: Strategic Marketing May 2022 [Standard]

General information

Organisations need to be in constant touch with the ever-changing marketplace. Business practices, therefore, need to be market-oriented to create better customer and stakeholder value. Strategic Marketing focuses on analysing, designing and implementing market-driven strategies. In this subject, students learn to analyse the industry, market, competition and consumers, and develop long-term marketing strategies that enable organisations to create stakeholder value.


Academic unit:Bond Business School
Subject code:MKTG13-320
Subject title:Strategic Marketing
Subject level:Undergraduate
Semester/Year:May 2022
Credit points:10

Delivery & attendance

Delivery mode:


Workload items:
  • Seminar: x12 (Total hours: 24) - Seminar 1
  • Seminar: x12 (Total hours: 24) - Seminar 2
  • Personal Study Hours: x12 (Total hours: 72) - Recommended study time & reviewing materials
Attendance and learning activities: Attendance at all class sessions is expected. Students are expected to notify the instructor of any absences with as much advance notice as possible.


Prescribed resources:
  • Orville C. Walker,John W. Mullins,Felix T. Mavondo,John I. Gountas,Anton Kriz,Carol Osborne (2015). Marketing Strategy 3e: a decision focused approach. 3rd, North Ryde, NSW: McGraw Hill Education (Australia) Pty Ltd , 403. 13
  • Harvard Business School Publishing Case Study Pack (provided via iLearn).
  • Additional materials will be posted on iLearn throughout the semester. [Various]
After enrolment, students can check the Books and Tools area in iLearn for the full Resource List.
[email protected] & Email:[email protected] is the online learning environment at Bond University and is used to provide access to subject materials, lecture recordings and detailed subject information regarding the subject curriculum, assessment and timing. Both iLearn and the Student Email facility are used to provide important subject notifications. Additionally, official correspondence from the University will be forwarded to students’ Bond email account and must be monitored by the student.

To access these services, log on to the Student Portal from the Bond University website as

Enrolment requirements

Requisites: ?


Assumed knowledge:

Assumed knowledge is the minimum level of knowledge of a subject area that students are assumed to have acquired through previous study. It is the responsibility of students to ensure they meet the assumed knowledge expectations of the subject. Students who do not possess this prior knowledge are strongly recommended against enrolling and do so at their own risk. No concessions will be made for students’ lack of prior knowledge.

Assumed Prior Learning (or equivalent):

Restrictions: ?


Assurance of learning

Assurance of Learning means that universities take responsibility for creating, monitoring and updating curriculum, teaching and assessment so that students graduate with the knowledge, skills and attributes they need for employability and/or further study.

At Bond University, we carefully develop subject and program outcomes to ensure that student learning in each subject contributes to the whole student experience. Students are encouraged to carefully read and consider subject and program outcomes as combined elements.

Program Learning Outcomes (PLOs)

Program Learning Outcomes provide a broad and measurable set of standards that incorporate a range of knowledge and skills that will be achieved on completion of the program. If you are undertaking this subject as part of a degree program, you should refer to the relevant degree program outcomes and graduate attributes as they relate to this subject.

Find your program

Subject Learning Outcomes (SLOs)

On successful completion of this subject the learner will be able to:
  1. Apply discipline knowledge to identify challenges associated with designing and implementing successful marketing strategies.
  2. Comprehensively analyse the influence of organisational and environmental forces in creating and delivering stakeholder value.
  3. Demonstrate the ability to learn and showcase creativity in addressing problems and opportunities related to strategic marketing.
  4. Apply contemporary strategic thinking to develop and communicate strategic marketing plans and tactics to implement marketing decisions for a real-world company.
  5. Deliver a logically constructed persuasive presentation using appropriate visual aids.
  6. Articulate ideas, decisions, recommendations and other information in a clear, concise writing style tailored to a given audience.
  7. Demonstrate the ability to work effectively with others to develop a strategic marketing plan.


Assessment details

TypeTask%Timing*Outcomes assessed
Case Analysis For the curated case pack provided - students will analyse and prepare a written report for each case. Then contribute to and engage in robust in-class case discussions. 60% Ongoing 1, 2, 3, 4.
Capstone Project § Students will work in groups to develop a strategic marketing plan. 30% Week 12 4, 6, 7.
Oral Pitch § Students will work in groups to present their strategic marketing plan. 10% In Consultation 5, 7.
  • § Indicates group/teamwork-based assessment
  • * Assessment timing is indicative of the week that the assessment is due or begins (where conducted over multiple weeks), and is based on the standard University academic calendar
  • C = Students must reach a level of competency to successfully complete this assessment.

Assessment criteria

High Distinction 85-100 Outstanding or exemplary performance in the following areas: interpretative ability; intellectual initiative in response to questions; mastery of the skills required by the subject, general levels of knowledge and analytic ability or clear thinking.
Distinction 75-84 Usually awarded to students whose performance goes well beyond the minimum requirements set for tasks required in assessment, and who perform well in most of the above areas.
Credit 65-74 Usually awarded to students whose performance is considered to go beyond the minimum requirements for work set for assessment. Assessable work is typically characterised by a strong performance in some of the capacities listed above.
Pass 50-64 Usually awarded to students whose performance meets the requirements set for work provided for assessment.
Fail 0-49 Usually awarded to students whose performance is not considered to meet the minimum requirements set for particular tasks. The fail grade may be a result of insufficient preparation, of inattention to assignment guidelines or lack of academic ability. A frequent cause of failure is lack of attention to subject or assignment guidelines.

Quality assurance

For the purposes of quality assurance, Bond University conducts an evaluation process to measure and document student assessment as evidence of the extent to which program and subject learning outcomes are achieved. Some examples of student work will be retained for potential research and quality auditing purposes only. Any student work used will be treated confidentially and no student grades will be affected.

Study information

Submission procedures

Students must check the [email protected] subject site for detailed assessment information and submission procedures.

Policy on late submission and extensions

A late penalty will be applied to all overdue assessment tasks unless an extension is granted by the subject coordinator. The standard penalty will be 10% of marks awarded to that assessment per day late with no assessment to be accepted seven days after the due date. Where a student is granted an extension, the penalty of 10% per day late starts from the new due date.

Policy on plagiarism

University’s Academic Integrity Policy defines plagiarism as the act of misrepresenting as one’s own original work: another’s ideas, interpretations, words, or creative works; and/or one’s own previous ideas, interpretations, words, or creative work without acknowledging that it was used previously (i.e., self-plagiarism). The University considers the act of plagiarising to be a breach of the Student Conduct Code and, therefore, subject to the Discipline Regulations which provide for a range of penalties including the reduction of marks or grades, fines and suspension from the University.

Bond University utilises Originality Reporting software to inform academic integrity.

Feedback on assessment

Feedback on assessment will be provided to students within two weeks of the assessment submission due date, as per the Assessment Policy.

Accessibility and Inclusion Support

If you have a disability, illness, injury or health condition that impacts your capacity to complete studies, exams or assessment tasks, it is important you let us know your special requirements, early in the semester. Students will need to make an application for support and submit it with recent, comprehensive documentation at an appointment with a Disability Officer. Students with a disability are encouraged to contact the Disability Office at the earliest possible time, to meet staff and learn about the services available to meet your specific needs. Please note that late notification or failure to disclose your disability can be to your disadvantage as the University cannot guarantee support under such circumstances.

Additional subject information

A peer-evaluation system will be used in this subject to help determine the individual marks for all group assessments. As part of the requirements for Business School quality accreditation, the Bond Business School employs an evaluation process to measure and document student assessment as evidence of the extent to which program and subject learning outcomes are achieved. Some examples of student work will be retained for potential research and quality auditing purposes only. Any student work used will be treated confidentially and no student grades will be affected.

Subject curriculum

What is strategy? An overview of market-oriented perspectives that underlie successful corporate, business and marketing strategies. The strategic decisions taken at each level of the strategic hierarchy and their marketing implications.

The difference between markets and industries. Understanding market opportunities and how to assess their attractiveness. Anticipating and responding to opportunities in an ever-changing market environment.

Targeting attractive market segments and the importance of getting it right. An overview of differentiation as a key to customer preference and competitive advantage. The interrelationship between the targeting, differentiation and positioning process, and the importance of brand positioning as a foundation for marketing strategies.

Exploring the challenges, opportunities and marketing strategies appropriate for new market entries, growth markets, mature markets and declining markets.

Strategic challenges and opportunities presented by technology and the internet. An exploration of the ongoing digital marketing revolution.

Organising and planning for effective implementation and control of marketing strategy implementation. Key considerations in the measurement and delivery of effective marketing performance.

Approved on: Mar 14, 2022. Edition: 2.7