MARKETNG 7032 - Strategic Marketing (M)
North Terrace Campus - Trimester 1 - 2020
General Course Information
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 Coordinator: Ms Kate Duryea
The full timetable of all activities for this course can be accessed from Course Planner.
Course Learning OutcomesOn successful completion of this course, students will be able to:
- Compare and contrast the key principles of marketing strategy
- Explain marketing and strategy concepts and ideas in their own words
- Think strategically about marketing issues and provide recommendations
- Successfully work as a team
- Deliver an oral presentation in a professional, engaging manner
- 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
Required ResourcesDue 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, 2015 (or an earlier version).
- The key references (as recommended resources) are listed in 3.2.
Best R, 2005, Market Based Management, 4th edition, Pearson
Brown L, 1997 Competitive Marketing Strategy, 2nd edition, Nelson ITP
Jain S, 2004 Marketing Planning and Strategy, 6th edition, Thomson
Hou W C, 2013 Sun Tzu and The Art of War, Pearson
- 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.
- Asian Wall Street Journal;
- European Journal of Marketing;
- 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 ModesSeminars 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.
There will be a simulated marketing investigation and report for assessment.
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 SummaryThe course has a range of activities, discussion points.
A Marketing Investigation Plan (Group) based on a marketing simulation exercise 10%
A Marketing Simulation Review report (Group) based on the same marketing simulation 15%
With a Marketing Simulation Presentation (Group) (as there are public holidays this trimester this is a power point with script) 5%
Participation with ongoing exercises, comment and in class activities (Individual) 10%
Case Studies (two to be done in class under exam conditions Weeks 6 and 9) 5% each (Individual) 5%
Exam in exam week (Individual) 50%
Learning activities include discussion in class, case studies, lecture content, videos, website analysis and a progressive simulation exercise on a company.
Small Group Discovery ExperienceFor group work, ideally students work in groups of five.
The University's policy on Assessment for Coursework Programs is based on the following four principles:
- Assessment must encourage and reinforce learning.
- Assessment must enable robust and fair judgements about student performance.
- Assessment practices must be fair and equitable to students and give them the opportunity to demonstrate what they have learned.
- Assessment must maintain academic standards.
Assessment Task Task Type Due Weighting Learning Outcome Marketing Investigation Plan Group
In Class Case Studies Individual Sessions 6 and 9 in class (5% each) 10% CLOs
Marketing Simulation Review Report
Week 11 Report is 15%
Presentation is 5%
All CLOs Participation Individual Week 11 10% CLOs
Final Exam Individual TBA 50% CLOs
Assessment Related Requirements
- Criteria that will be used to assess student's work are available in course Assessment Detail.
- 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.
- All assignments are to be lodged by the due date and time. A late assignment will be penalised 5% per day or part day (24 hours) and a weekend is two days. A late submission after an extension date will incur the same penalties.
Assessment Detail1. MARKETING INVESTIGATION PLAN 10%
Students view the marketing simulation scenario. They must submit an investigation plan by Week 3 due date. Group work.
2. MARKETING SIMULATION REVIEW REPORT and presentation 20%
The group report is worth 15% and details are available on My Uni. As this is a short trimester, the presentation will involve a power point with script 5%. This goes beyond the time frame of the report and looks at future directions for the company in the simulation. This is the same group as the Investigation Plan.
3. CASE STUDY 10%
Students will do two case studies in class ... week 6 and week 9. This will be done under exam conditions. Each case study will be worth 5%. Individual work.
4. PARTICIPATION 10%
Students are expected to interact and engage in active discussion during class sessions. The participation marks view your contribution and also in class activities. Individual work.
5. FINAL EXAM 50%
Individual. The format and exam apporach will be discussed in class. Closed book exam.
SubmissionMarketing Investigation Plan Week 3
Participation - ongoing
Case Studies - in class for assessment specifically under exam conditions Weeks 6 and 9
Marketing Simulation Report and Presentation Week 11
Exam - exam week
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.
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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