MARKETNG 7032 - Strategic Marketing (M)
North Terrace Campus - Trimester 3 - 2015
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General Course Information
Course Details
Course Code MARKETNG 7032 Course Strategic Marketing (M) Coordinating Unit Adelaide Business School 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 Assumed Knowledge Capstone course for M Com (Marketing) pathway - must be taken in final semester of study. Assessment Exam/assignments/tests/tutorial work as prescribed at first lecture Course Staff
Course Coordinator: Associate Professor Chris Medlin
1st Trimester:
Name: Janet Stone
Location: Office 9.20, Level 9, 10 Nexus Buidling
Telephone: 8313-2044 ( preferred contact by email)
Email: janet.stone@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.
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Learning Outcomes
Course Learning Outcomes
The marketing profession presently faces a number of demanding challenges brought about by a rapidly changing corporate environment and the consequent necessity for a greater participation by marketing executives in the strategic planning process. Increasingly, marketing strategy is being recognised for its central role in the development of organisational strategy and its vital contribution to organisational success.
As a capstone course in marketing, the broad objectives of the course are to provide an integrated approach to the study of marketing strategy and its broader role within the organisational planning process. Thus, it seeks to move beyond the more limited "managerial" marketing focus towards recognition of the broader influence of marketing in corporate planning and decision-making. Fundamental to this process is an understanding of the competitive environment and the development of a "sustainable competitive advantage". In this context, an awareness of the financial implications of marketing strategy decisions is important.
Moreover, this course recognises that, at its heart, marketing strategy development is a process of structured creativity. In addition, strategy is a craft of pulling together and applying a number of theories and models, and requires practice to master. As a consequence, a significant proportion of the course will be devoted to providing realistic experience with practice articles, cases, etc., (rather than rote lecture).
Further, the course seeks to provide students with some experience of the organisational context within which the discipline of marketing is practised by providing a blend of group and individual work in both theoretical and practical project areas.
This is a capstone course in marketing, and it is presumed that students will have a thorough knowledge in the following courses: Marketing Principles; Consumer Behaviour; Marketing Communications; Brand Management and Market Research.
Course Learning Objectives:
By the end of this course students should be able to:- Understand key principles of marketing strategy
- Explain marketing and strategy concepts and ideas in their own words
- Think strategically about marketing issues and provide recommendations
- Critically evaluate an organisation’s strategic approach
- Apply key learning to a company’s strategic (marketing) efforts through detailed exploration
- Prepare a professional, logical and coherent report in the form of a marketing plan
- Deliver an oral presentation in a professional, engaging manner
- Successfully work as a team
- Develop an argument and express themselves clearly in both written and oral communication
- Consider ethical issues
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) Knowledge and understanding of the content and techniques of a chosen discipline at advanced levels that are internationally recognised. 1, 2, 3, 4, 5, 6, 8 The ability to locate, analyse, evaluate and synthesise information from a wide variety of sources in a planned and timely manner. 1, 2, 3, 4, 5, 6 An ability to apply effective, creative and innovative solutions, both independently and cooperatively, to current and future problems. 5, 6, 7 Skills of a high order in interpersonal understanding, teamwork and communication. 8 A proficiency in the appropriate use of contemporary technologies. 1, 2, 3, 4, 5, 6, 8 A commitment to continuous learning and the capacity to maintain intellectual curiosity throughout life. ALL OBJECTIVES A commitment to the highest standards of professional endeavour and the ability to take a leadership role in the community. ALL OBJECTIVES An awareness of ethical, social and cultural issues within a global context and their importance in the exercise of professional skills and responsibilities. 10 -
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.
To purchase a NEW MarkStrat Online Handbook with its own serial number (an old one will not work), go to: http://estore.stratxsimulations.com/
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.
- 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
No information currently available.
Workload
No information currently available.
Learning Activities Summary
No information currently available.
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Assessment
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 Summary
No information currently available.
Assessment Detail
No information currently available.
Submission
No information currently available.
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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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.
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Student Support
- Academic Integrity for Students
- Academic Support with Maths
- Academic Support with writing and study skills
- Careers Services
- International Student Support
- Library Services for Students
- LinkedIn Learning
- Student Life Counselling Support - Personal counselling for issues affecting study
- Students with a Disability - Alternative academic arrangements
- YouX Student Care - Advocacy, confidential counselling, welfare support and advice
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Policies & Guidelines
This section contains links to relevant assessment-related policies and guidelines - all university policies.
- Academic Credit Arrangements Policy
- Academic Integrity Policy
- Academic Progress by Coursework Students Policy
- Assessment for Coursework Programs Policy
- Copyright Compliance Policy
- Coursework Academic Programs Policy
- Elder Conservatorium of Music Noise Management Plan
- Intellectual Property Policy
- IT Acceptable Use and Security Policy
- Modified Arrangements for Coursework Assessment Policy
- Reasonable Adjustments to Learning, Teaching & Assessment for Students with a Disability Policy
- Student Experience of Learning and Teaching Policy
- Student Grievance Resolution Process
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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.
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