Students

MKTG7006 – Applied Marketing Strategy

2023 – Session 2, Online-scheduled-weekday

General Information

Download as PDF
Unit convenor and teaching staff Unit convenor and teaching staff Unit Convenor/Lecturer
LayPeng Tan
laypeng.tan@mq.edu.au
Contact via Email
Room 215 Building 4ER
Monday 4pm-5pm (via Zoom)
Credit points Credit points
10
Prerequisites Prerequisites
Admission to MRes
Corequisites Corequisites
Co-badged status Co-badged status
MKTG8006
Unit description Unit description

In today’s changing marketplace, with firms facing intense competition and changing customer demands, firms need to scan the market for business opportunities. Orchestrating the right combination of strategies for expansion, extension, and diversification, as well as choosing the right business environment to compete in, are important to achieve organisational goals. This unit develops practical competencies to create and sustain superior performance in the market through marketing strategy. It focuses on two crucial issues in marketing strategy: identifying target markets and creating differential advantages. The unit equips students with practical skills to develop marketing within firms as a strategic force rather than just as an operational department.

Important Academic Dates

Information about important academic dates including deadlines for withdrawing from units are available at https://www.mq.edu.au/study/calendar-of-dates

Learning Outcomes

On successful completion of this unit, you will be able to:

  • ULO1: Synthesise marketing theories to creatively formulate and implement marketing strategies that respond to market opportunities.
  • ULO2: Assess and critically analyse information relevant to strategic marketing decisions.
  • ULO3: Communicate ideas to potential stakeholders individually and in a group setting to address marketing strategy challenges.
  • ULO4: Synthesise literature streams and conduct a research project

General Assessment Information

Late Assessment Submission Penalty (written assessments)  

Unless a Special Consideration request has been submitted and approved, a 5% penalty (of the total possible mark) will be applied each day a written assessment is not submitted, up until the 7th day (including weekends). After the 7th day, a grade of ‘0’ will be awarded even if the assessment is submitted. Submission time for all written assessments is set at 11.55pm. A 1-hour grace period is provided to students who experience a technical concern.   

For any late submissions of time-sensitive tasks, such as scheduled tests/exams, performance assessments/presentations, and/or scheduled practical assessments/labs, students need to submit an application for Special Consideration. 

Assessment Tasks

Name Weighting Hurdle Due
Case study analysis 30% No Week-6
Group Presentation 30% No Week-11
Essay 40% No Week-13

Case study analysis

Assessment Type 1: Case study/analysis
Indicative Time on Task 2: 25 hours
Due: Week-6
Weighting: 30%

 

The case study analysis allows you to analyse a case using theoretical strategic marketing principles to identify practical strategic marketing recommendations. At the conclusion of this assignment, you will be able to apply theory to practice in order to solve and defend your proposed recommendations to the case questions.

 
On successful completion you will be able to:
  • Synthesise marketing theories to creatively formulate and implement marketing strategies that respond to market opportunities.
  • Assess and critically analyse information relevant to strategic marketing decisions.

Group Presentation

Assessment Type 1: Presentation
Indicative Time on Task 2: 25 hours
Due: Week-11
Weighting: 30%

 

Students need to demonstrate their ability to apply marketing strategy concepts, critically evaluating business scenarios, as well as recommending strategic actions of organisations. Team members must also demonstrate their ability to work collaboratively. Using frameworks and concepts from the unit, groups must conduct a comprehensive strategic analysis in response to a brief provided by an industry partner. The project delivery includes an in-class group presentation and a submission of the presentation slides, including presentation notes.

 
On successful completion you will be able to:
  • Synthesise marketing theories to creatively formulate and implement marketing strategies that respond to market opportunities.
  • Communicate ideas to potential stakeholders individually and in a group setting to address marketing strategy challenges.

Essay

Assessment Type 1: Essay
Indicative Time on Task 2: 30 hours
Due: Week-13
Weighting: 40%

 

Students are required to write an essay that analyses the development and application of marketing strategy theory and practice. Select an article from a scholarly journal/business magazine, which is relevant to aspects of one or more topics covered in the unit. Students need to identify the main issue discussed in the article and relate it to relevant marketing strategy theory (or theories). They need to prepare a written critical evaluation of the main theme discussed in the article, how it reinforces or challenges the theory and the implications of the findings for practitioners.

 
On successful completion you will be able to:
  • Assess and critically analyse information relevant to strategic marketing decisions.
  • Communicate ideas to potential stakeholders individually and in a group setting to address marketing strategy challenges.
  • Synthesise literature streams and conduct a research project

1 If you need help with your assignment, please contact:

  • the academic teaching staff in your unit for guidance in understanding or completing this type of assessment
  • the Writing Centre for academic skills support.

2 Indicative time-on-task is an estimate of the time required for completion of the assessment task and is subject to individual variation

Delivery and Resources

Delivery Format

Each week there will be a pre-recorded lecture that students must watch, prior to a 2-hour workshop.

Required Resources

Prescribed Text 

Marketing Strategy: A Decision-Focused Approach

3rd Edition By Orville C. Walker, John Mullins, Felix Mavondo, John Gountas, Anton Kriz, Carol Osborne

McGraw Hill Education Australia.

Unit Readings

Weekly unit readings are available via Leganto. Please see unit iLearn site for details

E-Mail Use

It is University policy that the University issued email account will be used for official University communication. All students are required to access their University account frequently. Only contact Macquarie University staff, using your official MQ student’s account because this is one method used to verify your identity.

Technology Needs

• Use of a PC or laptop is required to complete tasks and to access iLearn/Zoom for course materials

• Software required: E.g., Word processing, PowerPoint, video/media player, Acrobat Reader, Internet Browser.

 

Please refer to iLearn for further details of delivery and resources.

Unit Schedule

Please refer to iLearn for Unit Schedule.

Policies and Procedures

Macquarie University policies and procedures are accessible from Policy Central (https://policies.mq.edu.au). Students should be aware of the following policies in particular with regard to Learning and Teaching:

Students seeking more policy resources can visit Student Policies (https://students.mq.edu.au/support/study/policies). It is your one-stop-shop for the key policies you need to know about throughout your undergraduate student journey.

To find other policies relating to Teaching and Learning, visit Policy Central (https://policies.mq.edu.au) and use the search tool.

Student Code of Conduct

Macquarie University students have a responsibility to be familiar with the Student Code of Conduct: https://students.mq.edu.au/admin/other-resources/student-conduct

Results

Results published on platform other than eStudent, (eg. iLearn, Coursera etc.) or released directly by your Unit Convenor, are not confirmed as they are subject to final approval by the University. Once approved, final results will be sent to your student email address and will be made available in eStudent. For more information visit ask.mq.edu.au or if you are a Global MBA student contact globalmba.support@mq.edu.au

Academic Integrity

At Macquarie, we believe academic integrity – honesty, respect, trust, responsibility, fairness and courage – is at the core of learning, teaching and research. We recognise that meeting the expectations required to complete your assessments can be challenging. So, we offer you a range of resources and services to help you reach your potential, including free online writing and maths support, academic skills development and wellbeing consultations.

Student Support

Macquarie University provides a range of support services for students. For details, visit http://students.mq.edu.au/support/

The Writing Centre

The Writing Centre provides resources to develop your English language proficiency, academic writing, and communication skills.

The Library provides online and face to face support to help you find and use relevant information resources. 

Student Services and Support

Macquarie University offers a range of Student Support Services including:

Student Enquiries

Got a question? Ask us via AskMQ, or contact Service Connect.

IT Help

For help with University computer systems and technology, visit http://www.mq.edu.au/about_us/offices_and_units/information_technology/help/. 

When using the University's IT, you must adhere to the Acceptable Use of IT Resources Policy. The policy applies to all who connect to the MQ network including students.

Unit information based on version 2023.02 of the Handbook