MARKETNG 3503 - Market Strategy and Project III

North Terrace Campus - Semester 2 - 2018

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 36 hours
    Available for Study Abroad and Exchange Y
    Prerequisites MARKETNG 1001 and MARKETNG 2505 and either MARKETING 2501 or MARKETNG 2503
    Incompatible MARKETING 3507
    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: Mr Nigel Barker

    Name: Mr Nigel Barker
    Location: Room TBA, 10 Pulteney Street
    Telephone: 0408 890 174 (email is best)
    email: nigel.barker@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.

    Please note that lectures and tutorials start in week 1.

    The schedule of lecture topics for the course is as follows:

    1  Client presentations and
    welcome to the subject Tutorial 1

    2 Introduction to strategy

    3 Corporate and business strategy

    4 Understanding opportunities

    5 Measuring market opportunities

    6 STP of strategy

    7 Strategies for new market entry
    Strategies for growth markets

    8 Strategies for mature and declining markets

    Mid semester break

    9 Strategies in the new economy

    10 Implementation

    11 Marketing plan presentation week groups A/B 

    12 Marketing plan presentation week groups C/D 




  • Learning Outcomes
    Course Learning Outcomes
    On successful completion of this course, students will be able to:
    1. Undertake analysis of a strategic market issue, with appropriate data analysis, and design a relevant marketing strategy.
    2. Formulate and write, in a group, a marketing plan for a business unit.
    3. Analyze the quality of a marketing plan on the basis of research undertaken, strategy and tactical issues, and appropriate audit methods.
    4. Evaluate strategic decision making and justify alternative recommendations where applicable.
    5. Work effectively as a team member.
    6. 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)
    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
    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, 4
    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
    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
    1, 2, 3, 4, 5, 6
    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
    5, 6
    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
    5, 6
  • 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.
    Schedule
    Week 1 Client presentations and welcome to the subject Tutorial 1
    Week 2 Introduction to strategy
    Week 3 Corporate and business strategy
    Week 4 Understanding opportunities
    Week 5 Measuring market opportunities
    Week 6 STP of strategy
    Week 7 Strategies for new market entry
    Strategies for growth markets
    Week 8 Strategies for mature and declining markets
    Mid semester break
    Week 9 Strategies in the new economy
    Week 10 Implementation
    Week 11 Marketing plan presentation week groups A/B
    Week 12 Marketing plan presentation week groups C/D
    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
    Task Weighting Learning Outcome
    Draft Marketing Plan, sections 1,2,3 only 15% Individual 1 2 3
    Quizzes x 5 15% Individual 1 2 3
    Complete Marketing Plan 30% Group 1 2 3 4
    Oral presentation 10% Individual 5
    Exam 30% Individual 1 2 3
    Total 100%
    Assessment Related Requirements
    1. A student shall not be eligible to attend the examination, and will consequently fail the course, unless they have attended at least 80% of tutorial classes
    2. Criteria that will be used to assess students’ work are available from the course MyUni site, see grade sheets.
    3. To gain a pass, a mark of at least 45% must be obtained on the examination as well as a total of at least 50% overall.
    4. Legible hand-writing and the quality of English expression are considered to be integral parts of the assessment process. Marks may be deducted in the final examination because of poor hand-writing.
    5. Assessment marks prior to the final exam will be provided at the final Review lecture. Students are encouraged to check their marks and notify the lecturer-in-charge of any discrepancies.
    Assessment Detail
    Marketing Plan

    Students will be placed into groups in Week 1 of tutorials.  Each group will be allocated a client that they must then produce a detailed marketing plan for.  The plan will be submitted in two parts: 

    Draft Marketing Plan 15%

    This is the early stages of the plan and should only include sections 1, 2 and 3.  Students must clearly show who within the group contributed what to the draft plan and each student will be marked based on their own individual content.  On top of this, the group as a whole will receive feedback on the overall plan at this stage. 

    Complete Marketing Plan 30%

    Each group must submit a detailed plan for their client.  The plan should follow the standards set out in the marketing plan guide and clearly address the needs of the client as well as being practical, realistic and based on good quality research.  Plans are marked as a whole and marks awarded and adjusted based on peer revieves.

    Quizzes x 5 15%

    There will be 5 quizzes throughout the semester.  The quizzes will relate to material covered in the lectures and tutorials in the preceeding weeks.  The quiz must be completed online and will be available from Friday at 17.00 until midnight on the due date (the Sunday night). Correct answers will be available for students the following week.

    Oral presentation 10% 

    Each group must give a 15 minute presdentation of their marketing plan to the lecture, the client and the rest of the class. 

    Exam 30%

    There will be an exam covering ALL subject material in the exam period
    Submission
    Draft Marketing Plan, sections 1,2,3 only 15%

    Due: 17.00 Friday Sept 7

    Quizzes x 5 15%

    Completed online, due: Aug 5, 19, Sept 2, 16 Oct 14
    (Note, quizzes are available from the preceeding Friday until midnight on the due date)

    Complete Marketing Plan 30%

    Due 17.00 Friday Oct 12

    Oral presentation 10%

    Weeks 11, 12 (To be allocated based on group topic)


    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
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