Students
MKTG303 – Marketing Strategy
2013 – S2 Day
General Information
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| Unit convenor and teaching staff |
Unit convenor and teaching staff
Unit Convenor
David Gray
Contact via david.gray@mq.edu.au
Tutor
Brenton Price
Contact via brenton.price@mq.edu.au
Thurs by appointment only – please email to confirm
Tutor
Andrew West
Contact via andrew.west@mq.edu.au
Thurs by appointment only – please email to confirm
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| Credit points |
Credit points
3
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| Prerequisites |
Prerequisites
MKTG202 and MKTG203 and (ACCG100 or ACCG105 or ACCG106 or MMCS105) and (BBA103 or ECON110 or ECON111 or admission to BMktgMedia) and 6cp in MKTG units at 300 level
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| Corequisites |
Corequisites
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| Co-badged status |
Co-badged status
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| Unit description |
Unit description
The overall objectives of this unit are to introduce methods of strategic thinking and a set of practical tools and concepts that will enable students to develop, evaluate and implement innovative marketing strategies; and to provide theories, frameworks and examples relating to the management of critical aspects of strategic marketing activity. The focus is on a customer-oriented approach to the marketing organisation, market definition, and market segmentation; as well as an entrepreneurial approach to strategic choice. Throughout the unit the emphasis is on the analysis process: identifying information needs, acquiring the necessary information, interpreting it, and using it as the basis for business recommendations.
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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:
- Understand the firm’s relation to its business environment of customers, competitors, collaborators, and other external forces
- Assess marketing strategies from the standpoint of growth, market share, and profitability; and within the context of the market environment;
- Develop an understanding marketing strategy options to maximize a company’s chances of achieving a sustainable competitive advantage;
- Critically examining problem areas, developing feasible marketing investment decision options, developing key recommendations, and communicating this strategic thinking to others.
Assessment Tasks
| Name | Weighting | Due |
|---|---|---|
| Reflective journal | 20% | Week 12 |
| Simulation Game | 20% | Weeks 3-10 |
| Strategy Report | 20% | Week 5 |
| Final Exam | 40% | Examination period |
Reflective journal
Due: Week 12
Weighting: 20%
Reflective writing enables the documentation of experiences, thoughts, questions, ideas and conclusions that signpost your learning journey. During the Blue Ocean Strategy Simulation all students are required to keep a private reflective journal of their activities and thoughts after each round of the game
Submission
Submission of the journal occurs after each round of the simulation game through iLearn. final submission End of Wk 12, Friday 31 May 11.59 pm. through Turnitin
Criteria
As per the guidelines on iLearn website.
Penalty
Late submissions will be penalised 10% for every day overdue for each round of the reflective journal
On successful completion you will be able to:
- Understand the firm’s relation to its business environment of customers, competitors, collaborators, and other external forces
- Assess marketing strategies from the standpoint of growth, market share, and profitability; and within the context of the market environment;
- Develop an understanding marketing strategy options to maximize a company’s chances of achieving a sustainable competitive advantage;
Simulation Game
Due: Weeks 3-10
Weighting: 20%
The Blue Ocean Marketing Strategy simulation requires teams to make a series of complex, real world marketing decisions over a simulated period of 7 years. It places teams in a dynamic competitive environment in which they must devise and pursue their own strategies and react to the moves of competitors.
Submission
Submissions made via BOSS web site from weeks 3 to 10.
Marking Criteria
The 20% assessment will be based on your final team Share Price Index (SPI) at the end of Blue Round 3. Individual marks for each student will be subjected to peer review by group members. Peer review scores will be averaged and used to adjust raw group marks.
On successful completion you will be able to:
- Understand the firm’s relation to its business environment of customers, competitors, collaborators, and other external forces
- Assess marketing strategies from the standpoint of growth, market share, and profitability; and within the context of the market environment;
- Develop an understanding marketing strategy options to maximize a company’s chances of achieving a sustainable competitive advantage;
- Critically examining problem areas, developing feasible marketing investment decision options, developing key recommendations, and communicating this strategic thinking to others.
Strategy Report
Due: Week 5
Weighting: 20%
Submission
Individual Strategy Development Report based on first 5 weeks of lecture material. 1,700 words. End of Week 5, Sunday 31 March. Submit via Turnitin 11.59pm.
Penalty
Late submissions will be penalised 10% for every day overdue unless accompanied by a medical certificate.
On successful completion you will be able to:
- Understand the firm’s relation to its business environment of customers, competitors, collaborators, and other external forces
- Assess marketing strategies from the standpoint of growth, market share, and profitability; and within the context of the market environment;
- Critically examining problem areas, developing feasible marketing investment decision options, developing key recommendations, and communicating this strategic thinking to others.
Final Exam
Due: Examination period
Weighting: 40%
The duration of the exam is 3 hour plus 10 minutes held during the exam period.
On successful completion you will be able to:
- Understand the firm’s relation to its business environment of customers, competitors, collaborators, and other external forces
- Assess marketing strategies from the standpoint of growth, market share, and profitability; and within the context of the market environment;
Delivery and Resources
Classes
MKTG303 incorporates a weekly 2 hour lectureand a one hour tutorial. The timetable for classes can be found on the University website at:
https://timetables.mq.edu.au/2013/
Attendancewillbetakenintheweekly tutorial classes.Medicalcertificatesmustbeprovidedifyouarenotableto attendaclass withoutincurringapenalty.
Warning:You mustattendatleast10ofthe12weekly tutorial classes–failure todosomayaffectyour learning outcomesandperformanceinthisUnit.
Studentsare expected to arrive on time,and not to leave until the class ends. If you have a recurring problem that makes you late,or forces you to leave early,have the courtesy to discuss this with your lecturer/tutor. Students must be quiet during classes,unless of course when class participation is required. Students who disturb or disrupt in lectures and tutorial class will be asked to leave.
Mobile phones must be turned OFF.
RequiredandRecommendedTextsand/orMaterials
Prescribed texts:
· Hooley, G., Piercy, N., Nicoulaud, B. 2012, Marketing Strategy and Competitive Positioning, 5th Ed., Prentice Hall.
The lecture stream follows the chapters and case studies from this Hooley et al. (2012) text. It will be assumed that you will have read the chapters assigned each week prior to attending lectures.
· Kim, W. and Mauborgne, R. 2005, Blue Ocean Strategy, McGraw Hill
The tutorial stream and Blue Ocean Strategy Simulation are taken directly from this Kim et al. (2005) text. It will be assumed that you will have read the chapters assigned each week prior to attending tutorials.
Prescribed unit materials: Online Student Guides for the Blue Ocean Strategy Simulation at www.stratxstore.com.
Recommended supplementary texts:
· Cravens, D. and Piercy, N. 2012, Strategic Marketing, 10th Ed., McGraw Hill.
· Kerin, R. and Peterson, R. 2012, Strategic Marketing Problems: Cases and Comments, 12th Ed., Pearson Education.
· Mullins J., Walker O., Boyd H., and Larréché J.-C., 2006 Marketing Management: A Strategic Decision-Making
These text are available for purchase at the Macquarie University Co-Op Bookshop. Additional readings and other materials,including powerpoint slides for each lecture, will be placed on the unit web page.
TechnologyUsedandRequired
No recording devices are to be used by students to record lecture notes without the permission of the lecturer.
UnitWebPage
The web page for this unit can be found at:http://ilearn.mq.edu.au
The tutorials will review the results of the Blue Ocean simulation game and briefly review the constructs elaborated on during the lectures
Changes since the Last Offering of this Unit
Feedback from students in previous offerings has been incorporated into the updating of this unit
Unit Schedule
The unit schedule follows:
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Week |
Date |
Lecture Topic |
Tutorial/Assessment |
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1 |
2 Aug |
Introduction to Marketing Strategy - Hooley Ch 1
Strategic Marketing Planning - Hooley Ch 2 |
No Tutorial Class |
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2 |
9 Aug |
EXTERNAL ANALYSIS
The Changing Market Environment - Hooley Ch 3
Blue Ocean Strategy Introduction Kim and Mauborgne (2005) Chapter 1 and 2 |
Start Group Process Formation Form Groups (4-5 max) Complete Team Agreement Form and Confirm Group Project organisation
Blue Ocean Strategy Guide · Introduction/User Guide · Registration Process
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3 |
16 Aug |
EXTERNAL ANALYSIS
Customer Analysis Hooley Ch 4 Competitor Analysis Hooley Ch 5
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Blue Ocean Strategy - Kim and Mauborgne (2005) Chapter 3
Overview of BOSS Reflective Journal |
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4 |
23 Aug |
INTERNAL ANALYSIS Organisational Resources Hooley Ch 6 Forecasting Future Demand - Hooley Ch. 7 |
Blue Ocean Strategy Kim and Mauborgne (2005) Chapter 4
BOSS Practice Round |
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5 |
30 Aug |
SEGMENTING, TARGETING AND POSITIONING Segmenting and Positioning Principles Hooley Ch 8 |
Blue Ocean Strategy Kim and Mauborgne (2005) Chapter 5
Submit Assignment 1 (A1) - Strategy Development Report (20%) – 30 August by 11.59pm
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6 |
6 Sept |
SEGMENTING, TARGETING AND POSITIONING Segmenting and Positioning Research Hooley Ch 9 |
Blue Ocean Strategy Kim and Mauborgne (2005) Chapter 6 · Get the strategic sequence right
BOSS RED ROUND |
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7 |
13 Sept |
SEGMENTING, TARGETING AND POSITIONING Selecting Market Targets Hooley Ch 10 |
BOSS BLUE ROUND 1 |
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Mid Semester Break: 16 Sept – 27 Sept
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Week |
Date |
Lecture Topic/Readings |
Tutorial Tasks / Readings
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8 |
4 Oct |
COMPETITIVE POSITIONING STRATEGIES
Competitive Advantage Hooley Ch 11
Marketing Mix - Hooley Ch 12 |
BOSS BLUE ROUND 2
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9 |
11 Oct |
COMPETITIVE POSITIONING STRATEGIES
Innovation - Hooley Ch 13 Service - Hooley Ch 14
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BLUE ROUND 2
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10 |
18 Oct |
IMPLEMENTING STRATEGY Strategic Customer Management – Hooley Ch 15
Strategic Alliances and Networks – Hooley Ch 16
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BOSS BLUE ROUND 3
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11 |
25 Oct |
IMPLEMENTING STRATEGY (Continued) Implementation and Internal Marketing Hooley et al. (2012) Chapter 17
Executing Blue Ocean Strategy Kim and Mauborgne (2005) Chapters 7,8,9
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BOSS BLUE ROUND 3 |
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12 |
1 Nov |
CORPORATE SOCIAL RESPONSIBILITY Hooley Ch 18
21st Century Marketing Hooley Ch 19 |
Submit A3 Assessment Blue Ocean Reflective Journal (20%) 1st November by 11.59pm
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13 |
8 Nov |
Course Summary and Review
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Course Summary and Review
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Policies and Procedures
Macquarie University policies and procedures are accessible from Policy Central. Students should be aware of the following policies in particular with regard to Learning and Teaching:
Academic Honesty Policy http://www.mq.edu.au/policy/docs/academic_honesty/policy.html
Assessment Policy http://www.mq.edu.au/policy/docs/assessment/policy.html
Grading Policy http://www.mq.edu.au/policy/docs/grading/policy.html
Grade Appeal Policy http://www.mq.edu.au/policy/docs/gradeappeal/policy.html
Grievance Management Policy http://mq.edu.au/policy/docs/grievance_management/policy.html
Special Consideration Policy http://www.mq.edu.au/policy/docs/special_consideration/policy.html
In addition, a number of other policies can be found in the Learning and Teaching Category of Policy Central.
Student Support
Macquarie University provides a range of Academic Student Support Services. Details of these services can be accessed at: http://students.mq.edu.au/support/
UniWISE provides:
- Online learning resources and academic skills workshops http://www.students.mq.edu.au/support/learning_skills/
- Personal assistance with your learning & study related questions.
- The Learning Help Desk is located in the Library foyer (level 2).
- Online and on-campus orientation events run by Mentors@Macquarie.
Student Services and Support
Students with a disability are encouraged to contact the Disability Service who can provide appropriate help with any issues that arise during their studies.
Student Enquiries
Details of these services can be accessed at http://www.student.mq.edu.au/ses/.
IT Help
If you wish to receive IT help, we would be glad to assist you at http://informatics.mq.edu.au/help/.
When using the university's IT, you must adhere to the Acceptable Use Policy. The policy applies to all who connect to the MQ network including students and it outlines what can be done.
Graduate Capabilities
Discipline Specific Knowledge and Skills
Our graduates will take with them the intellectual development, depth and breadth of knowledge, scholarly understanding, and specific subject content in their chosen fields to make them competent and confident in their subject or profession. They will be able to demonstrate, where relevant, professional technical competence and meet professional standards. They will be able to articulate the structure of knowledge of their discipline, be able to adapt discipline-specific knowledge to novel situations, and be able to contribute from their discipline to inter-disciplinary solutions to problems.
This graduate capability is supported by:
Learning outcomes
- Understand the firm’s relation to its business environment of customers, competitors, collaborators, and other external forces
- Assess marketing strategies from the standpoint of growth, market share, and profitability; and within the context of the market environment;
- Critically examining problem areas, developing feasible marketing investment decision options, developing key recommendations, and communicating this strategic thinking to others.
Assessment tasks
- Simulation Game
- Strategy Report
- Final Exam
Critical, Analytical and Integrative Thinking
We want our graduates to be capable of reasoning, questioning and analysing, and to integrate and synthesise learning and knowledge from a range of sources and environments; to be able to critique constraints, assumptions and limitations; to be able to think independently and systemically in relation to scholarly activity, in the workplace, and in the world. We want them to have a level of scientific and information technology literacy.
This graduate capability is supported by:
Learning outcomes
- Assess marketing strategies from the standpoint of growth, market share, and profitability; and within the context of the market environment;
- Develop an understanding marketing strategy options to maximize a company’s chances of achieving a sustainable competitive advantage;
- Critically examining problem areas, developing feasible marketing investment decision options, developing key recommendations, and communicating this strategic thinking to others.
Assessment tasks
- Reflective journal
- Simulation Game
- Strategy Report
- Final Exam
Creative and Innovative
Our graduates will also be capable of creative thinking and of creating knowledge. They will be imaginative and open to experience and capable of innovation at work and in the community. We want them to be engaged in applying their critical, creative thinking.
This graduate capability is supported by:
Learning outcomes
- Assess marketing strategies from the standpoint of growth, market share, and profitability; and within the context of the market environment;
- Develop an understanding marketing strategy options to maximize a company’s chances of achieving a sustainable competitive advantage;
- Critically examining problem areas, developing feasible marketing investment decision options, developing key recommendations, and communicating this strategic thinking to others.
Assessment tasks
- Simulation Game
- Strategy Report
Effective Communication
We want to develop in our students the ability to communicate and convey their views in forms effective with different audiences. We want our graduates to take with them the capability to read, listen, question, gather and evaluate information resources in a variety of formats, assess, write clearly, speak effectively, and to use visual communication and communication technologies as appropriate.
This graduate capability is supported by:
Learning outcomes
- Develop an understanding marketing strategy options to maximize a company’s chances of achieving a sustainable competitive advantage;
- Critically examining problem areas, developing feasible marketing investment decision options, developing key recommendations, and communicating this strategic thinking to others.
Assessment tasks
- Reflective journal
- Simulation Game
- Strategy Report
- Final Exam
Research and Practice
This unit uses research from external sources and Macquarie University researchers as listed in the references lists on iLearn.