MARKETNG 7032 - Strategic Marketing (M)

North Terrace Campus - Trimester 3 - 2016

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 is a capstone subject therefore students need to have a strong foundation of marketing knowledge gained from a range of marketing subjects to take this course.

  • General Course Information
    Course Details
    Course Code MARKETNG 7032
    Course Strategic Marketing (M)
    Coordinating Unit 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.
    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 is a capstone subject therefore students need to have a strong foundation of marketing knowledge gained from a range of marketing subjects to take this course.
    Course Staff

    1st Trimester:

    Name: Janet Stone
    Location: Office 9.20, Level 9 Nexus Buidling, 10 Pultney Street
    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.

  • 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:
    1. Understand 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. Critically evaluate an organisation’s strategic approach
    5. Apply key learning to a company’s strategic (marketing) efforts through detailed exploration
    6. Prepare a professional, logical and coherent report in the form of a marketing plan
    7. Deliver an oral presentation in a professional, engaging manner
    8. Successfully work as a team
    9. Develop an argument and express themselves clearly in both written and oral communication
    10. 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)
    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)
    1,2,3,4,5,6,8
    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
    3,4,5,6,7
    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
    2,6,7,8,9
    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
    10
    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
    3,4,6,8
  • 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.   The Markstrat Simulation MUST BE PURCHASED BEFORE THE FIRST SESSION.  

    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.
    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.
  • Learning & Teaching Activities
    Learning & Teaching Modes

    No information currently available.

    Workload

    No information currently available.

    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

    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.

  • 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.

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