MARKETNG 7032 - Strategic Marketing (M)

North Terrace Campus - Trimester 1 - 2021

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 Adelaide 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: Ms Kate Duryea

    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.
    Course Timetable

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

  • Learning Outcomes
    Course Learning Outcomes
    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
    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, 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 
    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.
    Online Learning
    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. 
  • 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 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.

    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
    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.
    Specific Course Requirements
    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. 
    Small Group Discovery Experience
    For group work, ideally students work in groups of five.
  • 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 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
    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 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 Detail
    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. 


     

    Submission
    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
    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.

  • Student Feedback

    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.

  • Student Support
  • Policies & Guidelines
  • Fraud Awareness

    Students are reminded that in order to maintain the academic integrity of all programs and courses, the university has a zero-tolerance approach to students offering money or significant value goods or services to any staff member who is involved in their teaching or assessment. Students offering lecturers or tutors or professional staff anything more than a small token of appreciation is totally unacceptable, in any circumstances. Staff members are obliged to report all such incidents to their supervisor/manager, who will refer them for action under the university's student’s disciplinary procedures.

The University of Adelaide is committed to regular reviews of the courses and programs it offers to students. The University of Adelaide therefore reserves the right to discontinue or vary programs and courses without notice. Please read the important information contained in the disclaimer.