Unit Outline
BMA351
Marketing Management
Shanghai Semester 2, 2026
Lin Yang
Tasmanian School of Business & Economics (TSBE)
Tasmanian School of Business and Economics
CRICOS Provider Code: 00586B
Unit Coordinator
Lin Yang
Email: L.Yang@utas.edu.au
 
What is the Unit About?
Unit Description
The demand for trained, experienced and effective marketing practitioners is growing. Marketing is a discipline that seeks to ‘make sense’ of the commercial world around us, a skill that can benefit any enterprise. As such, more and more firms (including government agencies and non-profit organisations) are seeking people capable of putting marketing theory into practice by formulating and implementing effective marketing plans. This unit introduces you to the theories underpinning marketing strategy, and their role in the development of an effective marketing plan. This unit also allows you to integrate and apply the knowledge gained in your previous studies to solve real-world marketing problems.
Intended Learning Outcomes
As per the Assessment and Results Policy 1.3, your results will reflect your achievement against specified learning outcomes.
On completion of this unit, you will be able to:
1.
Explain the theories and concepts of marketing strategy.
2.
Apply marketing strategy theory and independent research to contemporary sustainable marketing strategy issues.
3.
Communicate marketing strategy theory and practice.
Alterations as a result of student feedback
 
 
 
How will I be Assessed?
 
For more detailed assessment information please see MyLO.
Assessment schedule
ASSESSMENT TASK #
ASSESSMENT TASK NAME
DATE DUE
WEIGHT
LINKS TO INTENDED LEARNING OUTCOMES
Assessment Task 1:
Strategic Analysis Report
Week 5
35 %
LO1, LO2, LO3
Assessment Task 2:
Strategic Marketing Plan
Week 10
35 %
LO1, LO2, LO3
Assessment Task 3:
Pitch Presentation
Week 12
30 %
LO1, LO2, LO3
 
Assessment details
Assessment Task 1: Strategic Analysis Report
Task Description:
Students will assume the role of a marketing manager for an organisation that produces physical goods and engages in sustainable marketing practices. As part of the strategic marketing planning process, students will identify and justify an appropriate growth opportunity for the organisation. In this assessment, students will primarily conduct a situational analysis and a SWOT analysis. Students will write the report in a professional style, support their discussion with substantive research, and comply with appropriate referencing standards.
Task Length:
2500 words
Due Date:
Week 5
Weight:
35 %
 
CRITERION #
CRITERION
MEASURES INTENDED
LEARNING OUTCOME(S)
1
See MyLO for details
LO1, LO2, LO3
 
Assessment Task 2: Strategic Marketing Plan
Task Description:
Students will use the same organisation specified in Assessment 1. In this assessment, students will concentrate on recommendations for maintaining or improving the organisation's marketing practices over the next 12 months. Students will focus on the implementation aspects of the marketing plan. Students will write the plan in a professional style, support their discussion with substantive research, and comply with appropriate referencing standards.
Task Length:
2500 words
Due Date:
Week 10
Weight:
35 %
 
CRITERION #
CRITERION
MEASURES INTENDED
LEARNING OUTCOME(S)
1
See MyLO for details
LO1, LO2, LO3
 
 
Assessment Task 3: Pitch Presentation
Task Description:
Students will continue in their role as the marketing manager of the same organisation specified in Assessment 1 & 2. Students will pitch their product concept and strategic marketing plan to the upper management of the organisation. Students will prepare and deliver a compelling and persuasive presentation to convince upper management to accept and implement the strategic marketing plan. Students will support their arguments with key evidence from their research and analysis, and adhere to professional presentation standards.
Task Length:
5 minutes
Due Date:
Week 12
Weight:
30 %
 
CRITERION #
CRITERION
MEASURES INTENDED
LEARNING OUTCOME(S)
1
See MyLO for details
LO1, LO2, LO3
 
 
 
How your final result is determined
To pass this unit, you need to demonstrate your attainment of each of the Intended Learning Outcomes, achieve a final unit grade of 50% or greater, and pass any hurdle tasks.
Submission of assignments
Where practicable, assignments should be submitted to an assignment submission folder in MYLO. You must submit assignments by the due date or receive a penalty (unless an extension of time has been approved by the Unit Coordinator). Students submitting any assignment in hard copy, or because of a practicum finalisation, must attach a student cover sheet and signed declaration for the submission to be accepted for marking.
Academic integrity
Academic integrity is about acting responsibly, honestly, ethically, and collegially when using, producing, and communicating information with other students and staff members.

In written work, you must correctly reference the work of others to maintain academic integrity. To find out the referencing style for this unit, see the assessment information in the MyLO site, or contact your teaching staff. For more detail about Academic Integrity, see Important Guidelines & Support.
Requests for extensions
If you are unable to submit an assessment task by the due date, you should apply for an extension.
 
A request for an extension should first be discussed with your Unit Coordinator or teaching support team where possible. A request for an extension must be submitted by the assessment due date, except where you can provide evidence it was not possible to do so. Typically, an application for an extension will be supported by documentary evidence: however, where it is not possible for you to provide evidence please contact your Unit Coordinator.
 
The Unit Coordinator must notify you of the outcome of an extension request within 3 working days of receiving the request.
Late penalties
Assignments submitted after the deadline will receive a late penalty of 5% of the original available mark for each calendar day (or part day) that the assignment is late. Late submissions will not be accepted more than 10 calendar days after the due date, or after assignments have been returned to other students on a scheduled date, whichever occurs first. Further information on Late Penalties can be found on the Assessments and Results Procedure.
Review of results and appeals
You are entitled to ask for a review of the marking and grading of your assessment task if there is an irregularity in the marking standards or an error in the process for determining the outcome of an assessment. Details on how to request a review of a mark for an assignment are outlined in the Review and Appeal of Academic Decisions Procedure.
 
 
 
 
Required Resources
Required reading materials
A comprehensive list of required readings and recommended readings will be provided on MyLO. You will need the following text:
Marshall, Greg W. and Johnston, Mark, W. (2023), Marketing Management, 4th ed. McGraw Hill Education, New York, USA.
 
 
Recommended reading materials
Reading Lists provide direct access to all material on unit reading lists in one place. This includes eReadings and items in Reserve. You can access the Reading List for this unit from the link in MyLO, or by going to the Reading Lists page on the University Library website.
Aaker, David A. (2008), Chapter 9: Building and Managing Brand Equity, Strategic Marketing Management, 8th ed, John Wiley & Sons, Inc., pp.157-175.
Best, Roger J. (2009), Chapter 9: Marketing Channels and Channel Mapping, Market-Based Management: Strategies for Growing Customer Value and Profitability, 5th ed., Pearson Prentice-Hall, pp.279-305.
Cravens, David W. and Piercy, Nigel F. (2009), Chapter 11: Pricing Strategy, Strategic Marketing, 9th ed., McGraw-Hill Irwin, pp.347-371
Crawford, C. Merle and Di Benedetto, C. Anthony (2006), Chapter 2: The New Products Process, New Products Management, 8th ed., McGraw-Hill Irwin, pp.23-40, 45-46.
Ferrell, O.C. and Hartline, M.D. (2013), Marketing strategy, 6th ed, Cengage Learning, Mason, OH.
Guiltinan, Joesph P. and Paul, Gordon W. (2005), Chapter 3: Marketing Analysis, Marketing Management Strategies and Programs, 3rd ed., McGraw-Hill, pp.51-80.
Healy, Genevieve (2008), Chapter 10: Marketing Program Evaluation, Strategic Marketing Analysis, Thomson, pp.179-201. 
Kotler, Philip and Keller, Kevin Lane (2009), Chapter 17: Designing and Managing Integrated Marketing Communications, Marketing Management, 13th Edition, Pearson Prentice-Hall, pp.486-495.
Kotler, Philip and Kevin Lane Keller (2009), Chapter 18: Managing Mass Communications, Marketing Management, 13th ed., Pearson Prentice-Hall, pp.496-529.
Mullins, John W. and Walker Jr., Orville C. (2013), Marketing Management: A Strategic Decision-Making Approach, 8th ed., McGraw-Hill Irwin, New York, USA.
Reed, P. (2015), Strategic marketing: decision making and planning, 4th ed, Cengage, Melbourne.
 
Other required resources
N/A