MARKETNG 2010 - Marketing Strategy

North Terrace Campus - Semester 1 - 2021

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, competitive analysis, financial models for marketing strategists, portfolio models, strategic assessment of offerings, marketing strategy implementation systems. This course requires that students have a strong foundation of marketing knowledge gained from Introduction to Marketing (in particular a knowledge of market segmentation).

  • General Course Information
    Course Details
    Course Code MARKETNG 2010
    Course Marketing Strategy
    Coordinating Unit Adelaide Business School
    Term Semester 1
    Level Undergraduate
    Location/s North Terrace Campus
    Units 3
    Available for Study Abroad and Exchange Y
    Prerequisites MARKETNG 1001
    Incompatible MARKETNG 3503
    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, competitive analysis, financial models for marketing strategists, portfolio models, strategic assessment of offerings, marketing strategy implementation systems. This course requires that students have a strong foundation of marketing knowledge gained from Introduction to Marketing (in particular a knowledge of market segmentation).
    Course Staff

    Course Coordinator: Mr Nigel Barker

    Email: nigel.barker@adelaide.edu.au

    Phone: 0408 890 174

    Location: Room 13.30, Level 13, Nexus 10 Building
    Course Timetable

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

  • Learning Outcomes
    Course Learning Outcomes
    1. Undertake analysis of consumer and business needs to identify changing market segments.

    2. Explain and evaluate strategic options for a firm given an understanding of a segmented market context.

    3. Undertake a competitor analysis within a segmented market context.

    4. Identify suitable positioning characteristics and position a product within a market segment context.

    5. Work effectively as a team member.
    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)
    1-4
    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
    1-4
    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
    Career and leadership readiness
    • technology savvy
    • professional and, where relevant, fully accredited
    • forward thinking and well informed
    • tested and validated by work based experiences
    1-5
    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
    1-5
    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
    1-5
  • Learning Resources
    Required Resources
    Walker, O,. Gountas, J,. , Mavondo, F,. Mullins, J,. "Marketing Strategy: A Decision Focussed Approach".  McGraw-Hill, (Any version or year)
  • Learning & Teaching Activities
    Learning & Teaching Modes
    Lectures and tutorials involve students in learning activities including content, case studies and a computer simulation of a segmented market context. In the computer simulation students will deal with large amounts of data, learn to analyze data appropriate to the strategic
    needs, learn to ignore irrelevant data, and deal with changing market conditions. Case studies will be used to appreciate the benefits and
    limitations of rational planning processes and ways to manage in quickly changing business environments.
    Workload

    The information below is provided as a guide to assist students in engaging appropriately with the course requirements.

    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.

    Learning Activities Summary
    Wk 1

    Introduction to Market Strategy

    Lecture
    Wk 2
    Corporate strategies

    Lect & Tut
    Wk 3 Business strategies

    Lect & Tut
    Wk 4 Identifying opportunities Lect & Tut
    Wk 5 Targeting Lect & Tut
    Wk 6 Positioning Lect & Tut
    Wk 7 Strategic branding Lect & Tut
    Wk 8 Entry strategies Lect & Tut
    Wk 9 Growth strategies Lect & Tut
    Wk 10-12 Other strategies Lect & Tut
    Small Group Discovery Experience
    Students undertake in groups a Marketing Strategy using a Simulation, in which they compete against other groups to gain the highest market value. The simulation is described in detail here: https://en.wikipedia.org/wiki/Markstrat
  • 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 Task Task type Weighting Word count/Time Due Learning outcome
    Online quizzes x 5  Individual 25% N/A Week 2, 4, 6, 8, 10 1-4
    Assignment 1:
    Simulation based marketing plan
    Group 10% 1500 words Week 4 1-5
    Assignment 2:
    Simulation performance review presentation
    Group 10% N/A Week 12 1-5
    Simulation and group performance (peer assessed)  Group 10% 2500 words, plus appendices Week 12 1-5
    Exam Individual; Summative 45% 3 hours 1-4
    Assessment Detail
    Attendance at 80% of tutorials is required as a minimum to pass this course.

    1. Biweekly quiz (x5) 25%

    Every two weeks a quiz will be posted on Canvas containing 10 multiple choice questions to be completed in 15 minutes. The questions will relate to the topic and lecture material from the previous 2 weeks. The quiz will be available online from the Friday until the Sunday night. Failure to complete the quiz in the time period will result in a zero grade for that quiz. A medical certificate must be provided if a quiz is missed due to health reasons.

    2. 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.

    3. 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)


    4. Simulation Review and Long-term Recommendation Presentation (10%): 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.

    5. Final exam (45%): 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
    Students should submit work through MyUni, as indicated by the text associated with each assessment. Deadlines are not negotiable once set at the end of week 2 of the course. Please use an assessment cover-sheet. Please keep a backup copy of submitted work. Assessment will occur within 10 business days. Feedback is in the form annotated notes. Work assessed is not redeemable. Any personal reasons for difficulty in meeting assessments should be communicated to the course coordinator as soon as possible.
    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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