MARKETNG 7032 - Strategic Marketing (M)

North Terrace Campus - Trimester 1 - 2017

The course examines the development and implementation of marketing strategy by providing a framework from which to identify and evaluate strategic options and programs. Topics: forecasting and contextual possibilities, product-market definition, relationships with channels of distribution, relationships with customers, competitive analysis, financial models for marketing strategists, portfolio models, strategic assessment of offerings, marketing strategy implementation systems. This course requires that students have a strong foundation of marketing knowledge gained from Introduction to Marketing (in particular a knowledge of market segmentation).

  • General Course Information
    Course Details
    Course Code MARKETNG 7032
    Course Strategic Marketing (M)
    Coordinating Unit Business School
    Term Trimester 1
    Level Postgraduate Coursework
    Location/s North Terrace Campus
    Units 3
    Contact Up to 3 hours per week
    Available for Study Abroad and Exchange Y
    Prerequisites MARKETNG 7104
    Course Description The course examines the development and implementation of marketing strategy by providing a framework from which to identify and evaluate strategic options and programs. Topics: forecasting and contextual possibilities, product-market definition, relationships with channels of distribution, relationships with customers, competitive analysis, financial models for marketing strategists, portfolio models, strategic assessment of offerings, marketing strategy implementation systems. This course requires that students have a strong foundation of marketing knowledge gained from Introduction to Marketing (in particular a knowledge of market segmentation).
    Course Staff

    Course Coordinator: Dr Chris Medlin

    1st Trimester:

    Name: Chris Medlin
    Location: Office 10.14, Level 10 Nexus Buidling, 10 Pultney Street
    Telephone: 8313-3361 ( preferred contact by email)
    Email: chris.medlin@adelaide.edu.au
    Course Website: www.myuni.adelaide.edu.au

    Consultation times: Directly after class or by appointment.
    Course Timetable

    The full timetable of all activities for this course can be accessed from Course Planner.

  • Learning Outcomes
    Course Learning Outcomes
    By the end of this course students will:
    1. Compare and contrast the key principles of marketing strategy
    2. Explain marketing and strategy concepts and ideas in their own words
    3. Think strategically about marketing issues and provide recommendations
    4. Successfully work as a team
    5. Deliver an oral presentation in a professional, engaging manner
    6. Prepare a professional, logical and coherent report in the form of a marketing plan


    University Graduate Attributes

    This course will provide students with an opportunity to develop the Graduate Attribute(s) specified below:

    University Graduate Attribute Course Learning Outcome(s)
    Deep discipline knowledge
    • informed and infused by cutting edge research, scaffolded throughout their program of studies
    • acquired from personal interaction with research active educators, from year 1
    • accredited or validated against national or international standards (for relevant programs)
    1,2,3,6
    Critical thinking and problem solving
    • steeped in research methods and rigor
    • based on empirical evidence and the scientific approach to knowledge development
    • demonstrated through appropriate and relevant assessment
    1,2,3,6
    Teamwork and communication skills
    • developed from, with, and via the SGDE
    • honed through assessment and practice throughout the program of studies
    • encouraged and valued in all aspects of learning
    4,5,6
    Career and leadership readiness
    • technology savvy
    • professional and, where relevant, fully accredited
    • forward thinking and well informed
    • tested and validated by work based experiences
    ALL OBJECTIVES
    Intercultural and ethical competency
    • adept at operating in other cultures
    • comfortable with different nationalities and social contexts
    • Able to determine and contribute to desirable social outcomes
    • demonstrated by study abroad or with an understanding of indigenous knowledges
    4
    Self-awareness and emotional intelligence
    • a capacity for self-reflection and a willingness to engage in self-appraisal
    • open to objective and constructive feedback from supervisors and peers
    • able to negotiate difficult social situations, defuse conflict and engage positively in purposeful debate
    4,5
  • Learning Resources
    Required Resources
    Due to the complexity of the subject, many texts can aid understanding. The main text is:
    • Walker, O,. Gountas, J,. , Mavondo, F,. Mullins, J,. Marketing Strategy: A Decision-Focused Approach. McGraw-Hill, 2012 (or an earlier version). The key references (as recommended resources) are listed in 3.2, below.
    • Students also need to purchase a license for the Markstrat computer simulation.   The Markstrat Simulation MUST BE PURCHASED BEFORE THE FIRST SESSION.  

    Details on registering will be posted on MyUni one (1) week before the first session. 


    Recommended Resources
    • Aaker, D.A., and Mills, M.K, Strategic Market Management, (Pacific Rim Edition): Brisbane, Wiley, 2005;
    • Best, R., Market-Based Management – fourth edition, Pearson, 2005;
    • Brown L., Competitive Marketing Strategy - second edition, Nelson ITP, 1997;
    • Jain, S. Marketing Planning & Strategy – sixth edition, Thomson. 2004;
    • Wee Chow Hou et al, Sun Tzu War & Management, Addison-Wesley, 1991
    • A range of additional articles is also provided to add depth of understanding on the subject area and to provide information on the latest thinking within the discipline.
    Periodicals:
    • Asian Wall Street Journal;
    • European Journal of Marketing;
    • Fortune;
    • Harvard Business Review;
    • The Economist.
    • Read also the Business Section of The Australian and The Age.

    Additional case studies and articles will be distributed in class or via MyUni.
  • Learning & Teaching Activities
    Learning & Teaching Modes
    Seminars are 3 hours each week.  The classes will be a mix betweeen discussion, class exercises and/or student presentations along with the presentation of a new topic by the lecturer. 

    Students in this course are expected to attend all classes throughout the trimester.  Students will be expected to have reviewed the topic to be discussed and attempted any set questions/exercises prior to each seminar.  There is a strong assumption that students will engage in seminar discussions in an informed way as class participation is a major aspect of the learning experience.

    Students will be using Markstrat, a marketing simulation program and must be prepared to fully participate in a agroup in order to make ongoing strategic decisions.
    Workload

    The information below is provided as a guide to assist students in engaging appropriately with the course requirements.

    The University expects full-time students to devote a total of 48 hours per week to thier studies.  This means that you are expected to commit approximately 9 hours for a three-unit course or 13 hours for a four-unit course, of private study outside of your regular clasess.  Students in this course are expected to attend all classes througout the semester.
    Learning Activities Summary
    SCHEDULE

                          Topics                                                 Readings
    Week 1
    Course introduction
    Markstrat introduction;
    Form Groups – group dynamics;

    Walker 1, Markstrat3

    Week 2

    Introduction to strategy

    Markstrat Practice decision (1)

    Walker 2            
    (Best 2,  Aaker and Mills 1, 2)

    Week 3

    Corporate and business strategy
    Markstrat Decision (1)

    Student presentation

    Walker 4
    (Best 3, 4, 5)
    Week 4

    Understanding opportunities
    Markstrat Decision (2)

    Student presentation

    Walker 5
    (Best 3, 4, 5)

    Week 5

    Measuring market opportunities
    Markstrat Decision (3,4,5)

    Student presentation

    Marketing Plan Due

    Walker 6, 7   
    (Best 6, 7)

    Week 6

    Targeting attractive segments Differentiation and positioning
    Markstrat Decision (6,7)

    Student presentation

    Walker 8
    (Best 6, 7)
    Week 7

    Strategies for new market entry
    Markstrat Decision (8,9)

    Student presentation

    Walker 9
    (Best 11, Aaker and Mills 10)

    Week 8

    Strategies for growth markets
    Markstrat Decision (10,11,12)

    Student presentation

    Walker 10, 11
    (Best 12, 13, 14, 15)

    Week 9

    Strategies for mature and declining markets
    Strategies for new economies Markstrat Decision (13,14,15)

    Student presentation

    Walker 12, 13

    Week 10 Implementation and control (ppt-11)

    Student presentation
    Week 11

    Presentations

    Week 12

    Presentations

    Small Group Discovery Experience
    Students will work in groups of up to five, to position the products of a firm in a simulated market place. This requires students to analyse large amounts of provided market and product data, to make decisions in their group on the basis of the information they create, and so compete against otehr student teams in the MarkStrat world.
  • Assessment

    The University's policy on Assessment for Coursework Programs is based on the following four principles:

    1. Assessment must encourage and reinforce learning.
    2. Assessment must enable robust and fair judgements about student performance.
    3. Assessment practices must be fair and equitable to students and give them the opportunity to demonstrate what they have learned.
    4. Assessment must maintain academic standards.

    Assessment Summary
    Assessment Task Task Type Due Weighting Learning Outcome
    Marketing Plan Summative
    Individual

    Week 5

    10% 1, 2, 3, 5, 6
    Simulation Review and Long -term Recommendation Report Summative
    Group
    Week 12 Total 20% includes: Written report 15%, Group presentation 5% All
    Markstrat (weighted ratio of Game Score) Summative
    Group
    Week 12 10% 1, 2, 3
    Group Case Study Presentation and Participation Summative
    Individual
    Weeks 3-10 Total 10% includes:  Presentation 5%, audience participation 5% All
    Final Exam Summative
    Individual
    TBA 50% 1, 2, 3, 6
    Assessment Related Requirements
    1. Criteria that will be used to assess student's work are available in course Assessment Detail.
    2. To gain a pass for this course, a mark of at least 45% must be obtained on the examination as well as a total of at least 50% overall.  Students not achieving the minimum exam mark will be awarded no more than 49.
    3. All assignments are to be lodged by the due date and time.  A late assignment where no extension has been granted will be penalised by a reduction of 10% of the mark given for each day, or part of a day, that it is late.
    Assessment Detail
    1.  MARKETING PLAN 10%

    Group assignment
    Due Week 5 hard copy handed in during class, soft copy put through Turnitin no later than 8:30pm on the day of class

    Written report 1500-2000 words

    Each Markstrat company will produce a strategic marketing plan that will form the basis of the decisions to be made for periods 1 to 10. It is emphasised that the plan should have a longer-term perspective, which will guide the decision making to period 10 and beyond.

     The plan will contain:
    • An internal and external analysis of past performance, competition, the markets, the environment and so on, resulting in a SWOT
    • Objectives and strategic direction for individual brands
    • Targets for ensuing periods
    • Strategies for individual brands
    • A brief rationale for making these decisions


    2.  MARKSTRAT SIMULATION  10%

    Group Assignment
    Due for completion by Week 12

    Students will participate in the computer-based marketing management and strategy simulation Markstrat Online.  It is a sophisticated marketing simulation that provides a challenging decision-making exercise in which complex strategic marketing decisions must be made within a competitive and realistic context.  Students will participate in their allocated group, and as a group, will manage their hypothetical firm in competition with other teams over the course of the program. 

    The objective of this exercise is to place students into a realistic operating environment that requires the integration of complex strategy, makreting research, planning and decision-making.   Groups will be evaluated on the basis of their overall strategies and competitive results.  Groups are expected to be democratic and self-managing.  The decision rules of the game are detailed and extensive.  Thus, it is essential that each studen thas access to a copy of the student manual and makes continula reference to it.  The game requires decisions to be made simulating a specified number of years of operations.  Decisions will be made according to the program in this guide.  Decisions must be received by due dates/times.

    Marks will be awarded based on the financial performance of each group in the simulation.  A weighted score based on your group's shareholder index compaared to other groups.  This score is a reflection of your understanding of the Markstrat world and also your Marketing Strategy over the assigned period.  the grade reflects your commitment to understanding the intricacies of Markstrat. 



    3.  SIMULATION REVIEW AND LONG-TERM RECOMMENDATION REPORT  20%

    Group Assignment
    Due Week 12
    20 minute Group verbal presentation 5%
    Written report approximately 2500 words handed in immediately on completion of the presentation 15%
    Soft copy of the report to be put through Turnitin no later than midnight on the evening before presentation
     date
    In the final session of the course, each Markstrat company will present in class a briefing to the new team that will take
    over the management of their firm, and should include the following elements:
    • Analysis of past performance
    • Main strategies pursued
    • Main adjustments made to changes in the environment
    • Key points learned through past successes and failures
    • Recommendations for the future



    4.  CASE STUDY PRESENTATIONS AND PARTICIPATION  10%

    Group Assignment
    Due between Week 3-10 (Groups assigned a week)
    Maximum 15 minutes
    Provision of articles and presentation and the degree of discussion generated  5%
    Quality of contribution by each audience member is graded for participation   5%

    Students are expected to interact and engage in active discussion during class sessions.  At the end of every class a mark will be awarded based on the level of activity and contribution to class discussions.

    It is also a requirement that student groups take it in turn to provide an up-to-date series of articles relating to marketing strategy for class discussion.  The nominated Markstrat group will present the related strategy issues and lead a class discussion.


    5.  FINAL EXAM  50%

    The format and exam apporach will be discussed in class. 


     

    Submission
    Market Plan - Week 5
    Group oral presentations - weeks 4 - 10
    Final report submission - week 12
    Final oral presentation - week 12
    Course Grading

    Grades for your performance in this course will be awarded in accordance with the following scheme:

    M10 (Coursework Mark Scheme)
    Grade Mark Description
    FNS   Fail No Submission
    F 1-49 Fail
    P 50-64 Pass
    C 65-74 Credit
    D 75-84 Distinction
    HD 85-100 High Distinction
    CN   Continuing
    NFE   No Formal Examination
    RP   Result Pending

    Further details of the grades/results can be obtained from Examinations.

    Grade Descriptors are available which provide a general guide to the standard of work that is expected at each grade level. More information at Assessment for Coursework Programs.

    Final results for this course will be made available through Access Adelaide.

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    The University places a high priority on approaches to learning and teaching that enhance the student experience. Feedback is sought from students in a variety of ways including on-going engagement with staff, the use of online discussion boards and the use of Student Experience of Learning and Teaching (SELT) surveys as well as GOS surveys and Program reviews.

    SELTs are an important source of information to inform individual teaching practice, decisions about teaching duties, and course and program curriculum design. They enable the University to assess how effectively its learning environments and teaching practices facilitate student engagement and learning outcomes. Under the current SELT Policy (http://www.adelaide.edu.au/policies/101/) course SELTs are mandated and must be conducted at the conclusion of each term/semester/trimester for every course offering. Feedback on issues raised through course SELT surveys is made available to enrolled students through various resources (e.g. MyUni). In addition aggregated course SELT data is available.

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