10968 (v.5) Strategic Business Planning 650

Area:

School of Marketing

Credits:

25.0

Contact Hours:

6.0

Seminar:

2 x 3 Hours Weekly

Prerequisite(s):

5766 (v.6) Advanced Marketing 650 or any previous version

Other Requisite(s):

Admission: Requisite upon completion of two additional marketing units.

Syllabus:

Considers the process of aligning the internal capability of the organization with the external demands of its environment. Decision making with respect to policy and strategic issues, objective setting, scenario building, long range planning, creation of corporate identity and structure, growth, acquisition and development, resources, the competitive environment.

Unit Outcomes:

On successful completion of this unit students will have- Provided a rationale for the corporate planning and strategic marketing planning process. Tracked the development of corporate planning over time. Developed skills in analysis of the external environment at the macro level. Become familiar with the various approaches to the assessment of internal capabilities of an organization. Become familiar with the range of decisions implicit in strategic market planning. Become introduced to techniques used to analyse products, markets, consumers. Profiled different forecasting tools. Highlighted aspects of financial analysis. Become introduced different types of corporate, business and financial strategies. Defined the difference between goals and objectives at corporate, business and functional levels. Become familiar with alternative approaches to strategy formulation. Been shown how to evaluate strategies.

Text and references listed above are for your information only and current as of September 30, 2003. Please check with the unit coordinator for up-to-date information.

Unit References:

No prescribed references.

Unit Texts:

David, F. (2002). Strategic Management. (eighth edition). Sydney, Prentice Hall. Urban, G.L. and Star, S.H. (1991). Advanced Marketing Strategy. Sydney, Prentice Hall.

Unit Assessment Breakdown:

Assignment 1 25%, Assignment 2 25%, Assignment 3 50%. This is done by grade/mark assessment.

Year	Location	Period	Internal	Area External	Central External
2004	Bentley Campus	Semester 1	Y
2004	Mktg Inst of S'pore	Trimester 1A	Y