MARKETNG 3503NA - Market Strategy and Project III
Ngee Ann Academy - Trimester 1 - 2014
General Course Information
Course Code MARKETNG 3503NA Course Market Strategy and Project III Coordinating Unit Business School Term Trimester 1 Level Undergraduate Location/s Ngee Ann Academy Units 3 Prerequisites MARKETNG 2500NA or MARKETNG 1001NA or MARKETNG 2501NA and MARKETNG 3502NA 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 differenent 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 Coordinator: Mr Nigel Barker
The full timetable of all activities for this course can be accessed from Course Planner.Please refer to Ngee Ann-Adelaide Education Centre Schedule.
The full timetable of all activities for this course can be accessed from the Course Planner at https://access.adelaide.edu.au/courses/search.asp?year=2012
Session Date Topic Mandatory reading Walker
Optional readings Scope of Marketing Strategy 1 13 Feb Introduction to strategy Introduction to Practice Marketing 1 2 14 Feb Corporate and business strategy 2, 3 15 Feb Simulation activity and consultation as required 3 17 Mar Environmental & competitor analysis 4 4 18 Mar Segmentation and targeting and positioning 6, 7 Christensen, Cook and Hall (2005) Gilmore and Pine (2007) 5 24 Apr Strategies for new entrants and growth markets 8,9 Kapferer (2008), Chapter 2
Hatch and Schultz (2009)
Matching Strategies to Markets 6 25 Apr Strategies for mature /declining markets 10,11 26 Apr Simulation activity and consultation as required 7 28 Apr Strategies for “new economies” 10,11 Strategy Implementation, Measurement and Improvement 8 29 Apr Implementation 12,13 Course Wrap-up 9 29 Apr Syndicate
n/a Kumar, Chapter 8 FINAL
Course Learning OutcomesThis course is designed to develop a student’s ability to:
- Undertake analysis of a strategic market issue, with appropriate data analysis, and design a relevant marketing strategy.
- Prepare and write a marketing plan for a business unit.
- Assess the quality of a marketing plan on the basis of research undertaken, strategy and tactical issues, and appropriate audit methods.
- Work effectively as a team member.
- 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
- Walker, O., J. Gountas, F. Mavond, and J. Mullins (2012), Strategic Marketing: A Decision-focused Approach, Sydney: McGraw-Hill.
- Practice Marketing online simulation (access provided via email to all registered students) Students will need to purchase a license to access the simulation. Details of this will be provided via email and placed on MyUni before the first class.
- Powerpoint slide booklet
Learning & Teaching Activities
Learning & Teaching ModesThe course is made up of two complementary components. Lectures cover the content of Marketing Strategy while the tutorials allow for groups to work on their simulation discussion making.
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.
Learning Activities Summary
No information currently available.
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 Due Date and time Weighting Related Learning Outcome Marketing Plan 10.00 am on Mon 17th March 10 % Analyse data appropriately to resolve marketing issues. Prepare and write a marketing plan for a business unit. Simulation performance 3pm on Tues 29th April 10% (Peer assessed) Group work skills of the individual Analyse data appropriately to resolve marketing issues. Performance evaluation report 5 pm on Tues 29th April 25 % Assess the quality of a marketing plan on the basis or research undertaken, strategy and tactical issues, and appropriate audit methods. Oral presentation of evaluation report Last class 5% Plan, prepare and complete an oral group presentation to a professional standard Final Exam
No calculator required 50% All Total 100%
Assessment Related RequirementsAttendance
Statutory obligations in Singapore are such that attendance in person is a compulsory condition of passing a course. Our specific requirements are that students must attend at least 80% of class sessions to be graded for that course. Each course in total comprises 10 sessions; Students must attend a minimum of 8 sessions to be eligible to be given a grade for the course. Students failing to meet these requirements will be automatically graded 0% Fail (F) on their transcripts.
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
Criteria that will be used to assess students’ work are available from the course MyUni site, see grade sheets.
- Marketing Plan (10%): Each company will produce a strategic marketing plan that will form the basis of the decisions to be made for periods 1 to 8. The plan will contain:
An internal and external analysis of past performance, competition, the markets, the
environment and so on, resulting in a SWOT
• Objectives and strategic direction for individual brands
• Targets for ensuing periods
• Strategies for individual brands
• A brief rationale for making these decisions
It is emphasised that the plan should have a longer-term perspective, which will guide the
decision making to period 8 and beyond.
As a guide, the length of this plan is likely to be 1000 to 1500 words.
- Simulation Performance (10%): This assessment is not just given on the basis of the firms
overall financial performance. A series of criteria will be used including performance over the
course of the simulation, the strategies pursued, the decisions made, the use of the
information and analytical tools available and financial performance.
The weightings for each of the criteria will be as follows:
• Financial performance (10/25)
• Strategies followed (5/25)
• Management of decisions and group coordination (5/25)
• Analysis and use of information (5/25)
- Simulation Review and Long-term Recommendation Report (25%): Each company will
present in class a briefing to the new team that will take over the management of their firm,
and should include the following elements:
• Analysis of past performance
• Main strategies pursued
• Main adjustments made to changes in the environment
• Key points learned through past successes and failures
• Recommendations for the future
Each company will have a maximum of 20 minutes to verbally present and will also be
required to submit a report of approximately 2500 words..
Please note that ALL group work will be peer assessed and marks will be awarded based on
individual contributions to the team. Each group will be expected to keep a record of group
meetings and attendance, which should be submitted at the end of the semeseter.
- Final exam (50%): The format and exam approach will be discussed in class
All students must pass the final exam to pass the subject. Those who would have an overall
passing grade, but have failed the final exam will be returned with a failing mark irrespective of what their actual final mark might have been.
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.
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.
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
No information currently available.
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.
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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