MARKETNG 3503NA - Market Strategy and Project III

Ngee Ann Academy - Trimester 1 - 2017

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 3503NA
    Course Market Strategy and Project III
    Coordinating Unit Business School
    Term Trimester 1
    Level Undergraduate
    Location/s Ngee Ann Academy
    Units 3
    Available for Study Abroad and Exchange Y
    Prerequisites MARKETNG 2500NA or MARKETNG 1001NA or MARKETNG 2501NA and MARKETNG 3502NA
    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

    Course Timetable

    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 Day Topic Mandatory reading
    Walker
    et al
    Optional readings
    Scope of Marketing Strategy
    1 Mon Wk1 Introduction to strategy Introduction to Practice Marketing 1
    2 Tues Wk1 Corporate and business strategy 2, 3
    Simulation activity and consultation as required
    3 Wed Wk1 Environmental & competitor analysis 4
    4 Thurs Wk1 Segmentation and targeting and positioning 6, 7 Christensen, Cook and Hall (2005) Gilmore and Pine (2007)
    5 Fri Wk1 Strategies for new entrants and growth markets 8,9 Kapferer (2008), Chapter 2
    Hatch and Schultz (2009)
    Matching Strategies to Markets
    6 Mon Wk2 Strategies for mature /declining markets 10,11
    Simulation activity and consultation as required
    7 Tues Wk2 Strategies for “new economies” 10,11
    Strategy Implementation, Measurement and Improvement
    8 Wed Wk 2 Implementation 12,13
    Course Wrap-up
    9 Thurs/Fri Wk 2 Syndicate
    Group
    Presentations and Subject Review
    n/a Kumar, Chapter 8
    FINAL
    EXAM




  • 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 (2012), Strategic Marketing: A Decision-focused Approach, Sydney: McGraw-Hill.
    2. Markstrat 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.
    3. Powerpoint slide booklet 
    Recommended Resources


    Hooley, G., Piercy, N. and Nicoulaud, B. (2008),
    Marketing Strategy and Competitive Positioning – 4th Edition, Prentice Hall.

     

    Other Readings

    Additional readings will be provided in class as
    required.

     

    Useful references include the marketing academic
    journals i.e.

    Ÿ
    Journal of Marketing

    Ÿ
    Journal of Marketing Research

    Ÿ
    Journal of Consumer Research

    Ÿ
    Journal of Advertising

    Ÿ
    Journal of Advertising Research

     

    Trade publications:

    Ÿ
    Marketing News

    Ÿ
    Professional Marketing

    Ÿ
    B&T Magazine

    Ÿ
    Ad News

     

    And general management journals:

    Ÿ
    Harvard Business Review

    Ÿ
    Sloan Management Review

    Ÿ
    California Management Review

     

    The American Marketing Association has an
    excellent website covering a range of marketing issues at https://www.ama.org/ including an online
    dictionary: https://www.ama.org/resources/Pages/Dictionary.aspx

     

    Many of these references can be reached on-line
    through on-line databases such as EBSCOhost. For a direct link to the library
    databases, see the MGSM student home page under the section ‘Research links’.

     

    Online Learning
    All class material will be available on MyUni with all assignments to be submitted into Turnitin via the MyUni page
  • Learning & Teaching Activities
    Learning & Teaching Modes
    The 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.
    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.
    Learning Activities Summary

    No information currently available.

    Specific Course Requirements
    To gain a pass for this course, a mark of at least 45% must be obtained
    on the examination as well as a total of at least 50% overall. Students
    not achieving the minimum exam mark will be awarded no more than 49.

    All assignments are to be lodged by the due date and time. A late
    assignment where no extension has been granted will be penalised by a
    reduction of 5% of the mark given for each day, or part of a day, that
    it is late.

    Extensions to the due date of individual assessment may
    be granted under special circumstances. An extension request based on
    medical or compassionate grounds must include a professional report and
    evidence found in the Replacement Assessment application available at:
    http://www.adelaide.edu.au/student/exams/pdfs/maca_medical_compassionate_applic.pdf


    Students applying for an extension based on medical reasons must visit
    their medical practitioner, with the approved University form, and have
    the medical practitioner complete it. A normal doctor's certificate will
    not be accepted. For replacement examination due to extenuating
    circumstances refer to:
    http://www.adelaide.edu.au/student/exams/pdfs/maca_extenuating_circs_applic.pdf

    Legible hand-writing and the quality of English expression are
    considered to be integral parts of the assessment process. Marks may be
    deducted in final examinations because of poor hand-writing.
     
    Students in this course are not permitted to take a DICTIONARY (English
    or English-Foreign) into the examination. In this course, the use of
    calculators in the examination is not permitted. Also, students are not
    permitted to bring mobile phones into the examination.
  • 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
    Assessment Weighting Learning Outcome
    Marketing Plan 10 %
    Simulation performance 10% (Peer assessed)
    Performance evaluation report 25 %
    Oral presentation of evaluation report 5%
    Final Exam
    2 1/2 hours
    50% All
    Total 100%



    Assessment Related Requirements
    Attendance

    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.
    Assessment Detail
    1. 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.
    2. 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)
    3. 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.
    4. 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
    Submission
    Presentation of Assignments• Please retain a copy of all assignments submitted.• Please attach an ‘Assignment Cover Sheet’, which is signed and dated by you before submission.•
    All group assignments must be attached to a ‘Group Assignment Cover Sheet’, which must be signed and dated by all group members before submission. All team members are expected to contribute approximately equally to a group assignment.• Teaching staff can refuse to accept assignments, which do not have a signed acknowledgement of the University’s policy on plagiarism.Assignment Guidelines including Referencing Details A copy of the Communication Skills Guide will have been given to you at the beginning of your program. This guide will assist you structure your assignments. A copy of the guide can also be downloaded from http://www.business.adelaide.edu.au/about/publications/colour_communication_skills.pdf. this Publication also provides guidelines on a range of other important communication skills including writing essays and management reports, making oral presentations etc. In preparing any written piece of assessment for your undergraduate studies it is important to draw on the relevant ‘literature’ to support critical analysis. Also essential is to reference the literature used. Correct referencing is important because it identifies the source of the ideas and arguments that you present, and sometimes the source of the actual words you use, and helps to avoid the problem of plagiarism. Further assistance with referencing is available from the Faculty’s Learning Support Advisors.
    The contact details are provided on page 6 of the Communication Skills Guide.Late Assignment SubmissionStudents are expected to submit their work by the due date to maintain a fair and equitable system. Extensions to the due date of individual assessment may be
    granted under special circumstances. An extension request based on medical or compassionate grounds must include a professional report and evidence found in the Replacement Assessment application available at:
    http://www.adelaide.edu.au/student/exams/pdfs/maca_medical_compassionate_applic.pdf.
    Students applying for an extension based on medical reasons must visit their medical practitioner, with the approved University form, and have the medical practitioner complete it. A normal doctor's certificate will not be accepted. This application must be emailed to the lecturer in charge of the course before the due date. Each request will be assessed on its merits. All requests for extensions must be emailed to the Lecturer in Charge of the course before the due date. Each request will be assessed on its merits. A late assignment (without prior arrangement)will be penalised by according to the schedule below. Submitting your assignment late (with or without an extension) also means you miss the primary marking cycle which may lead to a later return to you. Thereis a 5% penalty per day or part thereof. So without an extension, one day or part thereof late: 5% penalty Two days or part thereof of two days: 10% penalty Three days or part thereof of three days: 15% penalty Four days or part theroft of four days: 20% penalty. Material that is submitted more than five days’ late will not be accepted. If you receive an extension and submit beyond the extension date, then late penalties will apply. You do not have an ‘extension’ just because you ask for one – the Lecturer in Charge needs to give you an extension. You need to provide evidence to support your claims. A weekend is counted as two days. TurnItInFor this course, students are required to hand in assignments via TurnItIn which is a computer programme that detects plagiarised work. Further information can be found at: www.adelaide.edu.au/clpd/plagiarism/students/turnitin Students must not submit work for an assignment that has previously been
    submitted for this course or any other course. There will be no re-submission. You cannot rework your paper and put it back in.Return of Assignments Teachingstaff aim to mark and return assignments to students within two (2) weeks of the due date with written feedback. Students are responsible for collecting their marked assignments from their tutorials. If assignments are not collected after two (2) weeks, the assignments will be available at the Student Hub for two (2) weeks. The remaining assignments will only be posted out to the students, if the correct mailing addresses are on the assignments.
    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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