The University of Adelaide
Course Outlines

MARKETNG 7032 - Strategic Brand Management (M)

North Terrace Campus - Trimester 3 - 2024

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 category life cycles and strategic implications, product-market definition, relationships with channels of distribution, relationships with customers, competitive analysis, 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).

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  • General Course Information
    Course Details
    Course Code MARKETNG 7032
    Course Strategic Brand Management (M)
    Coordinating Unit Marketing
    Term Trimester 3
    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
    Assessment Quiz, Project, Participation, Exam
    Course Staff

    Course Coordinator: Harriet Gray

    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)

    Attribute 1: Deep discipline knowledge and intellectual breadth

    Graduates have comprehensive knowledge and understanding of their subject area, the ability to engage with different traditions of thought, and the ability to apply their knowledge in practice including in multi-disciplinary or multi-professional contexts.

    		 1,2,3,6

    Attribute 2: Creative and critical thinking, and problem solving

    Graduates are effective problems-solvers, able to apply critical, creative and evidence-based thinking to conceive innovative responses to future challenges.

    		 1,2,3,6

    Attribute 3: Teamwork and communication skills

    Graduates convey ideas and information effectively to a range of audiences for a variety of purposes and contribute in a positive and collaborative manner to achieving common goals.

    		 4,5,6

    Attribute 4: Professionalism and leadership readiness

    Graduates engage in professional behaviour and have the potential to be entrepreneurial and take leadership roles in their chosen occupations or careers and communities.

    		 ALL OBJECTIVES

    Attribute 5: Intercultural and ethical competency

    Graduates are responsible and effective global citizens whose personal values and practices are consistent with their roles as responsible members of society.

    		 4

    Attribute 8: Self-awareness and emotional intelligence

    Graduates are self-aware and reflective; they are flexible and resilient and have the capacity to accept and give constructive feedback; they act with integrity and take responsibility for their actions.

    		 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
    To enhance online learning, sessions will be recorded. 
  • 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. As some students are offshore due to COVID 19, there will be a participation question each week they can send through by the required deadline on the MyUni site to gain participation marks. 

    Students will be involved in a marketing simulation exercise and must be prepared to fully participate in a a group 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 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

    No information currently available.

  • 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 Weighting Learning Outcome
    Marketing Investigation Plan Group 10%
    Simulation Review Presentation (PPT & Script) Group 5%
    Simulation Review  Report Group 15%
    Case Studies (in class or online via Myuni) Individual 10%
    Participation in class or online via MyUni Individual 10%
    Final Exam Individual 50%

    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 50% must be obtained on the examination as well as a total of at least 50% overall. 

    3. 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. 

    4. A late assignment where no extension has been granted will be penalised by a reduction of 5% of the mark given for each day, or part of a day, that it is late.
    Assessment Detail

    No information currently available.

    Submission

    All assignment submissions should be via Turnitin on MyUni.

    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

    This section contains links to relevant assessment-related policies and guidelines - all university policies.

  • 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.
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