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MKTG13-320: Strategic Marketing May 2018 [Standard]

General information

Strategic marketing focuses on the highest level marketing and management decisions. Cornerstones of the subject are the selection of target market and positioning products and services. The subject places considerable emphasis on the analysis of markets and competitors, development of long-term marketing advantages, and the management systems required to support a marketing strategy.


Academic unit:Bond Business School
Subject code:MKTG13-320
Subject title:Strategic Marketing
Subject level:Undergraduate
Semester/Year:May 2018
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) - Study time and reviewing materials


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 (must be purchased via link provided on 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: ?


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. Conceptualize marketing strategies that apply contemporary strategic thinking to construct Strategic Marketing Plans and design Tactical Marketing Programs to implement marketing decisions in the process of creating a business report on a real company. (Knowledge and Critical Thinking, Leadership, Initiative and Teamwork, Communication Skills)
  2. Define, illustrate and explain strategic marketing issues faced by firms in competitive business environments.(Knowledge and Critical Thinking, Leadership, Initiative and Teamwork, Communication Skills)
  3. Analyze, evaluate and synthesize the influence of environmental and organizational forces, which can promote and impede effective strategic planning, decision making and implementation of marketing programs.(Knowledge and Critical Thinking, Leadership, Initiative and Teamwork ,  Communication Skills)
  4. Appraise the causes and consequences of successful and unsuccessful organizing for strategizing, planning and decision making.(Knowledge and Critical Thinking , Leadership, Initiative and Teamwork, Communication Skills)


Assessment details

TypeTask%Timing*Outcomes assessed
*Class Participation Weekly Participation 15% Ongoing 1, 2, 3, 4.
Capstone Project § Major Project 20% Week 12 1, 2, 3, 4.
Oral Pitch § Major Project Presentation 10% In Consultation 1, 2, 3.
Paper-based Examination (Open) ^ Final Examination 30% Final Examination Period 1, 2, 3, 4.
Paper-based Examination (Open) Mid-semester Examination 25% Week 7 (Mid-Semester Examination Period) 1, 2, 3.
  • ^ Students must pass this assessment to pass the subject
  • § 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.

Disability 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.

Subject curriculum

Course Introduction, Marketing Oriented Perspectives, Concepts of Strategic Thinking and Strategy. Text Reading: Ch 01 / 02. Group Formation

1, 2, 3, 4.

Text Reading: Chapters 02 / 03

2, 3, 4.

Text Reading: Chapter 03. Strategic Marketing Project Briefing

1, 2, 3, 4.

A broad overview of the financial aspects of marketing management

2, 3, 4.

Text Reading: Chapters 04, 05 & 06

2, 3, 4.

HBSP Case 1 - details on iLearn

1, 2, 3, 4.

Text Reading: Chapter 07

1, 2, 3, 4.

HBSP Case 2 - details on iLearn

Text Reading: Chapter 08

1, 2, 3, 4.

HBSP Case 3 - details on iLearn

1, 2, 3, 4.

HBSP Case 4 - details on iLearn

1, 2, 3, 4.

Open book exam based on case provided

1, 2, 3, 4.

Text Reading: Chapter 10

1, 2, 3, 4.

HBSP Case 5 - details on iLearn

1, 2, 3, 4.

Text Reading: Chapter 10

1, 2, 3, 4.

HBSP Case 6 - details on iLearn

1, 2, 3, 4.

Text Reading: Chapter 11

1, 2, 3, 4.

HBSP Case 7 - details on iLearn

1, 2, 3, 4.

Text Reading: Chapter 13. Additional readings provided on iLearn

1, 2, 3, 4.

HBSP Case 8 - details on iLearn

1, 2, 3, 4.

Strategic Marketing Project presentations

1, 2, 3, 4.
Approved on: May 4, 2018. Edition: 1.4