MARKETNG 2010MELB - Marketing Strategy

Melbourne Campus - Semester 1 - 2023

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).

  • General Course Information
    Course Details
    Course Code MARKETNG 2010MELB
    Course Marketing Strategy
    Coordinating Unit Adelaide Business School
    Term Semester 1
    Level Undergraduate
    Location/s Melbourne Campus
    Units 3
    Available for Study Abroad and Exchange
    Prerequisites MARKETNG 1001
    Incompatible MARKETNG 3503
    Restrictions Available only to University of Adelaide College Melbourne Campus students
    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 Staff

    Course Coordinator: Harriet Gray

    Lecturer: Joanne Harris

    Email: joanne.harris@adelaide.edu.au 


    Course Coordinator: Harriet Gray 

    Email: harriet.gray@adelaide.edu.au 


    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)

    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.

    1-4

    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.

    1-4

    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.

    5

    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.

    1-5

    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.

    1-5

    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.

    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)
    Recommended Resources
    Palmatier, Robert and Shrihari Sidhar (2017), Marketing Strategy: Based on First Principles and
    Data Analytics, Palgrave Macmillan Education.
  • Learning & Teaching Activities
    Learning & Teaching Modes
    Lectures and tutorials involve students in learning activities including content, case studies and other relevant case studies. 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 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
    Week 1 Introduction to Marketing Strategy Lecture
    Week 2 Corporate strategies Lecture & Tutorial
    Week 3 Business strategies Lecture & Tutorial
    Week 4 Identifying opportunities Lecture & Tutorial
    Week 5 Targeting and positioning Lecture & Tutorial
    Week 6 Strategic branding Lecture & Tutorial
    Week 7 No classes due to public holiday
    Week 8 Entry and growth strategies Lecture & Tutorial
    Week 9 Strategies in maturity and decline Lecture & Tutorial
    Week 10 Strategies for customer retention and implementation Lecture & Tutorial
    Week 11 No Lecture in week 11. However, Tutorials will run in week 11. Tutorial
    Week 12 Final exam revision week Lecture & Tutorial
  • 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 Learning outcome
    Online quizzes x 5 Individual 25% 1-4
    Strategic marketing plan Group 30% 1-5
    Participation Individual 10% 1-5
    Exam Individual 35% 1-4
    Assessment Related Requirements
    Students undertaking the course are expected to satisfy all following assessment requirements:

    1. 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 on all assessments. Students not achieving the minimum exam mark will be awarded no more than 49.

    2. Students are encouraged to check their marks and notify the Lecturer-in-Charge of any discrepancies.

    3. All assignments will be checked for plagiarism via TurnItIn through the MyUni website. This is a computer programme that detects plagiarised work.

    This course has Group Work. Please note, in life you must work with other people, some may have different communication styles, working styles, levels of ability. Typically ALL group members receive the same mark for the group assignment. It is up to the group to work co-operatively together and ensure everyone does their fair share. If there is sufficient evidence to suggest a group member has NOT participated and contributed, the Lecturer in Charge reserves the right to adjust marks.

    For ALL assessable works, please use quality research sources. This means you DO NOT use Wikipedia, blogs, Kwintessential, unknown websites with no authors (unless they are government or industry or corporate sites). So do not use essay sites, case study sites, slideshare. Some theory sources are useful for all pieces.
    Assessment Detail

    No information currently available.

    Submission
    Extensions to the due date of individual assessment may be granted under special circumstances. An extension request based on illness or on exceptional personal circumstances must include the "Supporting Statement / Certification Form" that is page 4 of the Supplementary Assessment application available at: www.adelaide.edu.au/student/exams/pdfs/supp_applic.pdf

    Students applying for an extension based on medical reasons must visit their medical practitioner, with that approved University form, and have the medical practitioner complete it. A normal doctor's certificate will not be accepted. For supplementary examination on compassionate grounds refer to: http://www.adelaide.edu.au/student/exams/pdfs/supp_applic.pdf
    Quality of English expression is considered to be an integral part of the assessment process. Marks may be deducted because of grammar and spelling.

    Presentation of Assignments
    Please retain a copy of all assignments submitted.
    Markers can refuse to accept assignments which do not have a signed acknowledgement of the University’s Policy on Plagiarism: www.adelaide.edu.au/policies/230/.
    For this course, students are required to submit their assignment via MyUni
    It is the students’ responsibility to ensure that copies of assignments have been received by the teaching staff.
    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 Submission

    Students are expected to submit their work by the due date to maintain a fair and equitable system. Extensions will generally only be given for medical or other serious reasons. 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 a 5% mark reduction for each day that it is late.
    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.

The University of Adelaide is committed to regular reviews of the courses and programs it offers to students. The University of Adelaide therefore reserves the right to discontinue or vary programs and courses without notice. Please read the important information contained in the disclaimer.