1st and 3rd Trimester

Lecturer: Kate Duryea 
Room 10.47 Nexus Building 
Email: catherine.duryea@adelaide.edu.au 
Course Website: www.myuni.adelaide.edu.au

Consultation times: Directly after class or by appointment.

On successful completion of this course, students will be able to:

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

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, 2015 (or an earlier version).

• The key references (as recommended resources) are listed in 3.2.

Aaker D, Mills M 2005 Strategic Marketing Management, Pacific Rim edition, Wiley 

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.

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.

Some students may be offshore so will undertake the course through online learning. Sessions will be recorded. 
For participation those who are offshore may send a weekly question posed in the lecture by a due date. 

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 Australia 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 enrolled offshore will need to listen to recorded sessions and they have the opportunity of sending through a weekly answer to the specific participation question posed in class. 

As the enrollment has both onshore and offshore students, the 'presentations' will be done as Power Points with a script in notes. 

There will be a simulated marketing investigation and report for assessment.

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.

The course has a range of activities, discussion points. 

Assessment: 
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) - to accommodate both onshore and offshore students, this will be in the form of a a power point with script in 'notes') 5% 
Participation with ongoing exercises, comment and in class activities (Individual). For those offshore there will be online submission for weekly activities. 10% 
Case Studies (two to be done in class under exam conditions Weeks 6 and 9 or for those offshore, done at the same time via My Uni) each case study is worth 5%  (Individual) (total mark 10%). 
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.

Please note you must have passed Marketng 7104. 

To gain a pass for this course, a mark of at least 50% must be obtained on the examination as well as a total of at least 50% overall.
All assignments will be checked for plagiarism via TurnItIn through the MyUni website. 

For group work, ideally students work in groups of five.

Assessment Task	Task Type	Due	Weighting	Learning Outcome
Marketing Investigation  Plan	Group	Week 3	10%	CLOs  1234
In Class Case Studies  (Online students do this at the same time online)	Individual	Sessions 6 and 9 in class (5% each)	10%	CLOs  123
Marketing Simulation Review Report  and Presentation  (As there are offshore and onshore students, the 'presentation' is done as  a Power Point with referenced script notes).	Group	Week 11	Report is 15%  Presentation is 5%	All CLOs
Participation  Offshore students have opportunity to send in a weekly answer.	Individual	Week 11	10%	CLOs  123
Final Exam	Individual	TBA	50%	CLOs  123

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 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. 

1.  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.  As there are in class and offshore students (doing the course online) there won't be presentations in person in class - instead groups do power point with script notes and references. 

3.  CASE STUDY 10%

Students will do two case studies in class ... week 6 and week 9. This will be done under exam conditions but 'open book' . Each case study will be worth 5%. Individual work. Those offshore do the case studies on My Uni simultaneously. 

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. Those offshore can send the weekly question by a due date on My Uni. 

5.  FINAL EXAM  50%

Individual. The format and exam apporach will be discussed in class. 

 

Marketing 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