Students
MKTG806 – Applied Marketing Strategy
2015 – S2 Day
General Information
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| Unit convenor and teaching staff |
Unit convenor and teaching staff
Lecturer / Unit Coordinator
Lawrence Potter
Contact via lawrence.potter@mq.edu.au
BY ARRANGEMENT - prior to the Thursday Class
Unit Moderator
Rob Jack
Contact via rob.jack@mq.edu.au
Lawrence Potter
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|---|---|
| Credit points |
Credit points
4
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| Prerequisites |
Prerequisites
MKTG696
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| Corequisites |
Corequisites
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| Co-badged status |
Co-badged status
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| Unit description |
Unit description
This unit takes students through the whole marketing strategy process, such as identifying options, evaluating and assessing competitive positioning, and choosing how and where to compete, and assessing performance. Students have the opportunity to apply their knowledge to the commercial environment. Students will build upon their marketing knowledge gained in market research, consumer behaviour, marketing communications and marketing management, and work in teams to develop strategic initiatives for an existing commercial business.
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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:
- Learn how to analyse, synthesise and evaluate marketing strategies. STEPS Management Strategy Model, Consumer Choice Models and Social Behavioural Models
- Understand and analyse the complexities of the business environment and how these influence marketing strategy (awareness to choice to behaviour)
- Understand how to use market segmentation concepts and generate potential segmentation schemata
- To understand and apply core marketing strategy concepts like competitive advantage, synergies, positioning and branding
- The ability to work and resolve complex business issues
Assessment Tasks
| Name | Weighting | Due | Groupwork/Individual | Short Extension | AI assisted? |
|---|---|---|---|---|---|
| Case Study (INDIVIDUAL) | 30% | Weeks 3 - 7 | No | ||
| MarkSTRAT Game (GRP/IND) | 30% | Week 4 to 9 | No | ||
| Tourism Report (INDIVIDUAL) | 40% | Week 13 | No |
Case Study (INDIVIDUAL)
Due: Weeks 3 - 7
Weighting: 30%
Groupwork/Individual:
Short extension 3: No
AI assisted?:
The Case Study Report has two components:
Part A: Individual Case Study Report (25%)
Part B: In Class Case Study Workshop participation (5%)
CASE STUDY REPORTS
There will be 5 Case Studies completed over Weeks 3 - 7 (inclusive). Each Case Study and In Class Workshop is valued at 6 marks.
Students will be required to read the weekly case study and answer two questions in relation to the case study. These questions are to be typed responses as per the provided Case Study Journal Pack. The third and final question will be answered in class as a written response to the In Class workshop discussion.
NOTE 1: ALL students are expected to participate in the workshops as they build on relevant weekly themes of applied marketing strategy.
NOTE 2: Case Study answers to the first two questions MUST be typed and PREPARED prior to class.
NOTE 3: Case Studies MUST be submitted weekly in class and non-attendance or failure to submit will result in a ZERO mark for that week. NO LATE SUBMISSIONS will be accepted.
NOTE 4: The relevant weekly Case Study and Case Study Journal Pack are available for download from the MKTG806 iLearn page.
On successful completion you will be able to:
- Learn how to analyse, synthesise and evaluate marketing strategies. STEPS Management Strategy Model, Consumer Choice Models and Social Behavioural Models
- Understand and analyse the complexities of the business environment and how these influence marketing strategy (awareness to choice to behaviour)
- Understand how to use market segmentation concepts and generate potential segmentation schemata
- To understand and apply core marketing strategy concepts like competitive advantage, synergies, positioning and branding
- The ability to work and resolve complex business issues
MarkSTRAT Game (GRP/IND)
Due: Week 4 to 9
Weighting: 30%
Groupwork/Individual:
Short extension 3: No
AI assisted?:
During this unit students will engage in a marketing strategy simulation game and will have the opportunity of making a series of complex, real world marketing decisions over a simulated time period. It places teams in a dynamic competitive environment in which they devise and pursue their own strategies and react to the moves of competitors.
Over seven rounds, groups will make marketing simulation decisions. Students are required to learn how to use the Markstrat Simulation Game.
Simulation Game:
This a group game, groups of 5 are recommended. Students will be required to form Simulation Teams in Week 3.
Any group member can submit the decisions for each round. There will be a deduction of 20% of the total available marks for each 24 hour late submission. Approved Disruption of Studies are exempted from the penalty. Decisions are required to be submitted by Thursday 12.00pm (NOON) each week during the simulation weeks. Please refer to the notes section below.
NOTE 1: Teams will be required to complete decision rounds during the mid-semester break.
NOTE 2: Final Marks will be awarded based on the final game result achieved. Game Results will be ranked from highest to lowest and the simulation is set that you compete against other teams in the class. This will assist in simulating a "LIVE" market environment.
On successful completion you will be able to:
- Learn how to analyse, synthesise and evaluate marketing strategies. STEPS Management Strategy Model, Consumer Choice Models and Social Behavioural Models
- Understand and analyse the complexities of the business environment and how these influence marketing strategy (awareness to choice to behaviour)
- Understand how to use market segmentation concepts and generate potential segmentation schemata
- To understand and apply core marketing strategy concepts like competitive advantage, synergies, positioning and branding
- The ability to work and resolve complex business issues
Tourism Report (INDIVIDUAL)
Due: Week 13
Weighting: 40%
Groupwork/Individual:
Short extension 3: No
AI assisted?:
STRATEGIC TOURISM REPORT
There are two parts to the assessment.
PART A (30%): Strategic Report: Students are to select a tourism theme from the 3 themes listed below. They are then to select a relevant tourism organisation (resort/tourism operator/tourism project) and develop a strategic marketing report. The report is to be a maximum of 15 pages.
PART B (10%): Key Issues and Findings Presentation: Students will over the weeks 9 - 11 will deliver a 10 minute presentation on their selected tourism theme and organisation. This presentation is to detail the key issues and findings relevant to the report and consist of a maximum of 5 slides.
TOURISM Themes for Strategic Report
- CRUISING
- ECO-TOURISM
- SOCIAL TOURISM
Student will select a Tourism theme and nominate a tourism organisation in Week 3. This will be recorded and used as the assessment topic. Please note that the theme and organisation require Lecturer approval.
REPORT SUBMISSION:
- Students are required to submit their reports to Turnitnin no later than 5.00pm on the Thursday the assessment is due.. Late submission will result in a deduction 20% of the available assessment marks.
- Students are to submit a bound color printed copy of the report at the start of the Week 13 class.
NOTE 1: The submitted report to Turnitin will be the marked report. Refer to the Presentation and Submission table below.
KEY ISSUES & FINDINGS PRESENTATION
Students will deliver a 10 minute (5 slide) presentation on their respective project. The presentation will be in class and delivered over week 9, 10, and 11 and students will be provided feedback on the content and findings for review in the final report submitted. Students will be provided a 2 week window to address feedback comments in relation to the final report.
PRESENTATION & SUBMISSION Schedule
KEY ISSUES & FINDINGS PRESENTATIONS FINAL REPORT SUBMISSION (Turnitin)
WEEK 9 WEEK 11
WEEK 10 WEEK 12
WEEK 11 WEEK 13
Please remember that a printed bound color copy is also required in Week 13 from ALL students. Failure to do so will result in a loss of 25% of the available marks for the assessment.
On successful completion you will be able to:
- Learn how to analyse, synthesise and evaluate marketing strategies. STEPS Management Strategy Model, Consumer Choice Models and Social Behavioural Models
- Understand and analyse the complexities of the business environment and how these influence marketing strategy (awareness to choice to behaviour)
- Understand how to use market segmentation concepts and generate potential segmentation schemata
- To understand and apply core marketing strategy concepts like competitive advantage, synergies, positioning and branding
- The ability to work and resolve complex business issues
Delivery and Resources
Required and Recommended Texts and/or Materials
Walker, Gountas, Mavondo & Mullins, Marketing Strategy 2nd edition McGraw-Hill Education, Australia
- Number and length of classes: 3 hours face-to-face teaching per week for 13 weeks, consisting of lectures and student presentations
- The timetable for classes can be found on the University web site at: http://www.timetables.mq.edu.au/
- Students are expected to participate in lectures. Attendance will be taken in class.
- Warning: You MUST attend a minimum 11 of the 13 classes. Failure to do so will lead to a major deduction in your overall marks.
- To avoid incurring a penalty, medical certificates must be provided if you are not able to attend a class. If absence is Work-related then prior approval and notification will be required.
PLEASE NOTE Notification of Absence and/or submission of medical evidence does not guarantee acceptance for your absence.
- You are expected to arrive on time and not to leave until the class ends. You are to be in class and ready to start no later than 10 minutes from the commencement of class. The class roll will be marked weekly. If you arrive late or leave early after the roll has been marked, then a non-attendance will be recorded.
- Mobile phones must be turned OFF and not simply set to “silent”. Students whose phones make audible sounds (whether by tone or vibration). Use of mobile devises will not be required in class. There will be a planned break during class when you are able to use your Mobile phone.
- Use of Laptops (this applies to iPads, tablets and Smart Phones) is not required in class as a rule and ARE NOT BE USED. You will need to be prepared to take notes and engage in discussion. Where use of the laptop is required then it will be specified.
- Students are to complete ALL Assessment Tasks as per the requirements specified for all Assessment Tasks and fulfil ALL relevant academic requirements in regards to Assessment.
iLearn Web Link: https://ilearn.mq.edu.au/login/index.php
Unit Schedule
Weekly Schedule – Wednesday Class Dates
|
Week |
Topic |
TEXT Readings |
Tutorial Activities |
|
1
|
Introduction, Course Overview and assessments. Market Oriented Perspective; Strategic Challenges for a Successful Corporate, Business, and Marketing Strategies |
Chapter 1 |
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|
2
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Corporate Strategy Decisions and Their Marketing Implications |
Chapter 2 |
PRACTICE CASE STUDY & WORKSHOP in class SIMULATION GAME BRIEFING - Read the Participants Guide
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3
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Business Strategies and Their Marketing Implications Group Project Overview |
Chapter 3 |
CASE STUDY 1 SIMULATION GAME Q&A. Group Registration. TOURISM PROJECT Topic Submission & Approval |
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4
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Understanding Marketing Opportunities |
Chapter 4 |
CASE STUDY 2 MarkSTRAT Simulation Game Round 1 |
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5
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Measuring Market Opportunities; Forecasting and Market Knowledge |
Chapter 5 |
CASE STUDY 3 MarkSTRAT Round 2 MarkSTRAT Team Consult (Round 1/2) |
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6
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Targeting Attractive Market Segments |
Chapter 6 |
CASE STUDY 4 MarkSTRAT Round 3 MarkSTRAT Team Consult (Round 2/3) |
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7
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Differentiation and Brand Positioning |
Chapter 7 |
CASE STUDY 5 MarkSTRAT Round 4 MarkSTRAT Team Consult (Round 3/4) |
| MID - SEMESTER BREAK | MarkSTRAT Rounds 5 and 6 | ||
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8
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Marketing Strategies for New Market Entries |
Chapter 8 |
MarkSTRAT Round 7 MarkSTRAT Team Consult (Rounds 5-7) |
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9
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Strategies for Growth Markets |
Chapter 9 |
MarkSTRAT Game Closes: Wednesday at 11.59pm WAVE 1: Tourism - Issues and Findings Presentations |
|
10
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Strategies for Mature and Declining Markets |
Chapter 10 |
WAVE 2: Tourism - Issues and Findings Presentations |
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11
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Marketing Strategies for a Digitally Networked World |
Chapter 11 |
WAVE 3: Tourism - Issues and Findings Presentations WAVE 1 - Report Submissions due to be lodged to Turnitin on the Thursday by 5.00 pm prior to class. |
|
12 |
Organising and Planning for Effective Implementation Measuring and Delivering Marketing Performance |
Chapter 12 and 13 |
WAVE 2 - Report Submissions due to be lodged to Turnitin on the Thursday by 5.00 pm prior to class. |
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13 |
Course WRAP UP |
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WAVE 3 - Report Submissions due to be lodged to Turnitin on the Thursday by 5.00 pm prior to class. STRATEGIC MARKETING REPORTS to be submitted |
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://mq.edu.au/policy/docs/academic_honesty/policy.html
Assessment Policy http://mq.edu.au/policy/docs/assessment/policy.html
Grading Policy http://mq.edu.au/policy/docs/grading/policy.html
Grade Appeal Policy http://mq.edu.au/policy/docs/gradeappeal/policy.html
Grievance Management Policy http://mq.edu.au/policy/docs/grievance_management/policy.html
Disruption to Studies Policy http://www.mq.edu.au/policy/docs/disruption_studies/policy.html The Disruption to Studies Policy is effective from March 3 2014 and replaces the Special Consideration Policy.
In addition, a number of other policies can be found in the Learning and Teaching Category of Policy Central.
Student Code of Conduct
Macquarie University students have a responsibility to be familiar with the Student Code of Conduct: https://students.mq.edu.au/support/student_conduct/
Results
Results shown in iLearn, 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.
Student Support
Macquarie University provides a range of support services for students. For details, visit http://students.mq.edu.au/support/
Learning Skills
Learning Skills (mq.edu.au/learningskills) provides academic writing resources and study strategies to improve your marks and take control of your study.
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
For all student enquiries, visit Student Connect at ask.mq.edu.au
IT Help
For help with University computer systems and technology, visit 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.
Graduate Capabilities
PG - Discipline Knowledge and Skills
Our postgraduates will be able to demonstrate a significantly enhanced depth and breadth of knowledge, scholarly understanding, and specific subject content knowledge in their chosen fields.
This graduate capability is supported by:
Learning outcomes
- Learn how to analyse, synthesise and evaluate marketing strategies. STEPS Management Strategy Model, Consumer Choice Models and Social Behavioural Models
- Understand and analyse the complexities of the business environment and how these influence marketing strategy (awareness to choice to behaviour)
- Understand how to use market segmentation concepts and generate potential segmentation schemata
- To understand and apply core marketing strategy concepts like competitive advantage, synergies, positioning and branding
- The ability to work and resolve complex business issues
Assessment tasks
- Case Study (INDIVIDUAL)
- MarkSTRAT Game (GRP/IND)
- Tourism Report (INDIVIDUAL)
PG - Critical, Analytical and Integrative Thinking
Our postgraduates will be capable of utilising and reflecting on prior knowledge and experience, of applying higher level critical thinking skills, and of integrating and synthesising learning and knowledge from a range of sources and environments. A characteristic of this form of thinking is the generation of new, professionally oriented knowledge through personal or group-based critique of practice and theory.
This graduate capability is supported by:
Learning outcomes
- Learn how to analyse, synthesise and evaluate marketing strategies. STEPS Management Strategy Model, Consumer Choice Models and Social Behavioural Models
- Understand and analyse the complexities of the business environment and how these influence marketing strategy (awareness to choice to behaviour)
- Understand how to use market segmentation concepts and generate potential segmentation schemata
- To understand and apply core marketing strategy concepts like competitive advantage, synergies, positioning and branding
- The ability to work and resolve complex business issues
Assessment tasks
- Case Study (INDIVIDUAL)
- MarkSTRAT Game (GRP/IND)
- Tourism Report (INDIVIDUAL)
PG - Research and Problem Solving Capability
Our postgraduates will be capable of systematic enquiry; able to use research skills to create new knowledge that can be applied to real world issues, or contribute to a field of study or practice to enhance society. They will be capable of creative questioning, problem finding and problem solving.
This graduate capability is supported by:
Learning outcomes
- Learn how to analyse, synthesise and evaluate marketing strategies. STEPS Management Strategy Model, Consumer Choice Models and Social Behavioural Models
- Understand and analyse the complexities of the business environment and how these influence marketing strategy (awareness to choice to behaviour)
- Understand how to use market segmentation concepts and generate potential segmentation schemata
- To understand and apply core marketing strategy concepts like competitive advantage, synergies, positioning and branding
- The ability to work and resolve complex business issues
Assessment tasks
- Case Study (INDIVIDUAL)
- MarkSTRAT Game (GRP/IND)
- Tourism Report (INDIVIDUAL)
PG - Effective Communication
Our postgraduates will be able to communicate effectively and convey their views to different social, cultural, and professional audiences. They will be able to use a variety of technologically supported media to communicate with empathy using a range of written, spoken or visual formats.
This graduate capability is supported by:
Assessment task
- MarkSTRAT Game (GRP/IND)
PG - Engaged and Responsible, Active and Ethical Citizens
Our postgraduates will be ethically aware and capable of confident transformative action in relation to their professional responsibilities and the wider community. They will have a sense of connectedness with others and country and have a sense of mutual obligation. They will be able to appreciate the impact of their professional roles for social justice and inclusion related to national and global issues
This graduate capability is supported by:
Assessment task
- Case Study (INDIVIDUAL)
Changes from Previous Offering
Changes in Semester 1 2015
A new marketing strategy simulation game has been added to the assessment tasks,instead the "what is in the media" task has been dropped. Similar to previous semester, there will be a group case study presentation and an individual report. Class participation is another new added assessment task.
Research and Practice
Students are expected to access current literature in relation to the Unit Assessments.
Case Studies will be supplied to students from a wide range of sources. These cases will be undertaken in class.
Research will be required from Internet Searches and also Online Journals and Reports. These will include:
- Journal of Brand Management
- Journal of Product & Brand Management
- Journal of Consumer Research
- Journal of Consumer Behavior
- Psychology & Marketing
- Journal of Retailing & Consumer Behavior
- Journal of Advertising
- Journal of Retailing
- European Journal of Marketing
- Journal of Consumer Marketing
- Consumption, Markets, and Culture
- Journal of Business Research
- International Journal of Advertising
- Journal of Marketing
- Journal of Marketing Research
- Journal of Advertising Research
- Journal of Consumer Psychology
- Journal of Marketing Communications
- Harvard Business Review
- International Journal on Media Management
- Games and Culture
- Convergence
- Communication Research
- Australian Bureau of Statistics
- Business Journal (IBIS Reports)
- Journal of Non-Profit Management
- Journal of Marketing
- Social Project Outcome Reports
Internet sites of interest
- http://www.wpp.com/wpp/marketing
- http://www.omnicomgroup.com
- http://www.interpublic.com
- http://www.publicisgroupe.com
- http://www.brandingstrategyinsider.com
- http://zenithoptimedia.com/zenith/marketers-portal
- http://www.campaignbrief.com
- http://www.mumbrella.com.au
- http://www.adnews.com.au/
- http://adage.com/ http://www.brw.com.au/
- http://economist.com/
Also other readings are expected to include additional discussion and opinion from other texts and relevant topic readings. These are expected to be sourced as a minimum from use of the MQ library databases (e.g.: Google Scholar).