MARKETNG 3503 - Market Strategy and Project III

North Terrace Campus - Semester 2 - 2015

This is a capstone course for students completing the Bachelor of Commerce (Marketing). The course integrates market theory and management practices, within the context of marketing strategies and different competitive situations. Students will develop a marketing plan for a live client firm, on the basis of market theory, market research and the potential strategic directions available to their client. Students will be responsible for presenting their findings in both written and oral form to their clients.

  • General Course Information
    Course Details
    Course Code MARKETNG 3503
    Course Market Strategy and Project III
    Coordinating Unit Business School
    Term Semester 2
    Level Undergraduate
    Location/s North Terrace Campus
    Units 3
    Contact Up to 3 hours per week
    Available for Study Abroad and Exchange Y
    Prerequisites MARKETNG 2500 or MARKETNG 1001 or MARKETNG 2501 and MARKETNG 3502
    Incompatible WINEMKTG 2505WT & WINEMKTG 2505EX
    Course Description This is a capstone course for students completing the Bachelor of Commerce (Marketing). The course integrates market theory and management practices, within the context of marketing strategies and different competitive situations. Students will develop a marketing plan for a live client firm, on the basis of market theory, market research and the potential strategic directions available to their client. Students will be responsible for presenting their findings in both written and oral form to their clients.
    Course Staff

    Course Coordinator: Dr Chris Medlin

    Name: Dr Chris Medlin
    Location: Room 1014, 10 Pulteney Street
    Telephone: 8313 3361 (email is best)
    email: chris.medlin@adelaide.edu.au
    Course Website: www.myuni.adelaide.edu.au

    If you would like to see me, please email me to make an appointment.
    Course Timetable

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

    A detailed timetable is provided in MyUni.
    Please note that lectures and tutorials start in week 1.
  • Learning Outcomes
    Course Learning Outcomes
    This course is designed to develop a student’s ability to:
    1. Undertake analysis of a strategic market issue, with appropriate data analysis, and design a relevant marketing strategy.
    2. Prepare and write a marketing plan for a business unit.
    3. Assess the quality of a marketing plan on the basis of research undertaken, strategy and tactical issues, and appropriate audit methods.
    4. Work effectively as a team member.
    5. Plan, prepare and complete an oral group presentation to a professional standard
    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
    The ability to locate, analyse, evaluate and synthesise information from a wide variety of sources in a planned and timely manner. 1, 2,
    An ability to apply effective, creative and innovative solutions, both independently and cooperatively, to current and future problems. 1, 2, 5
    Skills of a high order in interpersonal understanding, teamwork and communication. 4
    A proficiency in the appropriate use of contemporary technologies. 5
    A commitment to continuous learning and the capacity to maintain intellectual curiosity throughout life. 1,3
    A commitment to the highest standards of professional endeavour and the ability to take a leadership role in the community. 2
    An awareness of ethical, social and cultural issues within a global context and their importance in the exercise of professional skills and responsibilities. 1, 2, 3
  • Learning Resources
    Required Resources

    1. Walker, O., J. Gountas, F. Mavond, and J. Mullins (2015), Marketing Strategy: A Decision-focused Approach,
    Sydney:  McGraw-Hill.  Earlier versions are not a problem.

    2. Preparing a Marketing Plan, Medlin, C.J., 2012  (pdf on
    MyUni site)

    3. Lecture Powerpoints (pdf MyUni site)

    4. Communications Skills Guide (pdf MyUni site)

    Recommended Resources
    Past examples of Marketing Plans (Barr Smith Library – 24 hour loan)
    MyUni has a list
  • Learning & Teaching Activities
    Learning & Teaching Modes
    The course is made up of two complementary
    components. Lectures cover the content of Marketing Strategy and the processes
    of preparing a Market Plan. Tutorials cover the processes of preparing a Market
    Planning for your ‘live’ client. In tutorial students will work in groups to
    prepare a Marketing Plan for a local business client.

    Tutorials are arranged around three Market Plans,
    one of which is the responsibility of your group. You will learn problem
    solving skills and critical thinking required to scope a problem, undertake
    research and integrate research results with theory to write an implementation
    plan. You will be able to comment on and follow the development of the other
    two plans prepared in your tutorial.


    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 (i.e. those taking 12 units per semester)
    to devote a total of 48 hours per week to their 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 classes.

    Students in this course are expected to attend their tutorial
    class each week. Note that tutorial start in the first week of the course.

    Learning Activities Summary
    In preparing a Marketing Plan students work in
    groups of up to five students. They undertake a series of research projects
    including; (i) desk research of the socio-economic environment, (ii) competitor
    research and analysis, (iii) develop an understanding of the possible business
    models, and (iv) conduct purchaser research using qualitative and quantitative
    methods as the project requires. The students complete a draft of the first
    half of their Marketing Plan by mid-semester, receive feedback, and then
    complete the plan prior to the end of semester.
    Specific Course Requirements
    Students in this course are expected to attend their tutorial
    class each week. Note that tutorial start in the first week of the course. See
    the 80% rule below.

    Small Group Discovery Experience
    Students will develop a marketing plan for a live client firm, on the basis of market theory, market research and
    the potential strategic directions available to their client. Students will be responsible for presenting their findings in both written and oral form to their clients.

    Students will work in groups of five. The preparation of a Marketing Plan is a demanding task. The clients (Adelaide firms and organizations) present a problem in week one of the course, groups form in the week one tutorials, and work begins immediately on the market plan. Students need to attend each tutorial in the same time period each week.


  • 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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