Email: nigel.barker@adelaide.edu.au

Phone: 0408 890 174

Location: Room 13.30, Level 13, Nexus 10 Building

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.

Walker, O,. Gountas, J,. , Mavondo, F,. Mullins, J,. "Marketing Strategy: A Decision Focussed Approach".  McGraw-Hill, (Any version or year)

Palmatier, Robert and Shrihari Sidhar (2017), Marketing Strategy: Based on First Principles and
Data Analytics, Palgrave Macmillan Education.

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.

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.

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
Wk10	Strategies in maturity and decline	Lect ^ Tut
Wk 11	Stratgies for customer retention	Lect & Tut
Wk12	Implmentation	Lect & Tut

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

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 (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:
Executive summary
Table of contents
Situational analysis
SWOT analysis
Marketing objectives
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

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.