MARKETNG 2010 - Marketing Strategy
North Terrace Campus - Semester 1 - 2022
General Course Information
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 an understanding of the key considerations when developing marketing strategies.
Topics: environmental analysis, portfolio analysis, forecasting, product-market definition, competitive analysis, strategic approaches and assessment of offerings, marketing strategy implementation. 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 Coordinator: Mr Nigel BarkerEmail: firstname.lastname@example.org
Phone: 0408 890 174
Location: Room 13.30, Level 13, Nexus 10 Building
The full timetable of all activities for this course can be accessed from Course Planner.
Course Learning Outcomes1. 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)
Attribute 1: Deep discipline knowledge and intellectual breadth
Graduates have comprehensive knowledge and understanding of their subject area, the ability to engage with different traditions of thought, and the ability to apply their knowledge in practice including in multi-disciplinary or multi-professional contexts.
Attribute 2: Creative and critical thinking, and problem solving
Graduates are effective problems-solvers, able to apply critical, creative and evidence-based thinking to conceive innovative responses to future challenges.
Attribute 3: Teamwork and communication skills
Graduates convey ideas and information effectively to a range of audiences for a variety of purposes and contribute in a positive and collaborative manner to achieving common goals.
Attribute 4: Professionalism and leadership readiness
Graduates engage in professional behaviour and have the potential to be entrepreneurial and take leadership roles in their chosen occupations or careers and communities.
Attribute 5: Intercultural and ethical competency
Graduates are responsible and effective global citizens whose personal values and practices are consistent with their roles as responsible members of society.
Attribute 8: Self-awareness and emotional intelligence
Graduates are self-aware and reflective; they are flexible and resilient and have the capacity to accept and give constructive feedback; they act with integrity and take responsibility for their actions.
Required ResourcesWalker, O,. Gountas, J,. , Mavondo, F,. Mullins, J,. "Marketing Strategy: A Decision Focussed Approach". McGraw-Hill, (Any version or year)
Recommended ResourcesPalmatier, Robert and Shrihari Sidhar (2017), Marketing Strategy: Based on First Principles and
Data Analytics, Palgrave Macmillan Education.
Learning & Teaching Activities
Learning & Teaching ModesLectures 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.
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
Introduction to Market Strategy
Lecture Wk 2
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 Wk10 Strategies in maturity and decline Lect ^ Tut Wk 11 Stratgies for customer retention Lect & Tut Wk12 Implmentation Lect & Tut
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 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 and report (peer assessed)
Group 15% Presentation plus 2000 words report. Week 12 1-5 Simulation and group performance (peer assessed) Group 5% N/A Week 12 1-5 Exam Individual; Summative 45% 3 hours 1-4
Assessment DetailAttendance 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 (this can also include questions relating to the simnulation itself). 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:
Table of contents
Marketing strateg including STP decisions
Implementation and controls
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 (5%): This assessment is based on the firms
overall financial performance at the end of the simulation. Higher marks are awartded to those firms with a higher share price index. Marks may also be adjusted based on group management factors such as submitting decisions on time and working well as a team.
4. Simulation Review Presentation and Report(15%): 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 15 minutes to verbally present and will also be
required to submit a report of approximately 2000 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
SubmissionStudents 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.
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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