Students

MKTG806 – Applied Marketing Strategy

2015 – S1 Evening

General Information

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Unit convenor and teaching staff Unit convenor and teaching staff Convenor/Lecturer
Abas Mirzaei
abas.mirzaei@mq.edu.au
Contact via 02 98508560
E4A, Room 520
Tuesdays 2-4pm
Yang Yang
yang.yang@mq.edu.au
Credit points Credit points
4
Prerequisites Prerequisites
MKTG696
Corequisites Corequisites
Co-badged status Co-badged status
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.

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 Report 35% Week 5 to 12, In Class No
Marketing Simulation Game 35% Week 5 to 12 No
FINAL Exam 30% Examination period No

Case Study Report

Due: Week 5 to 12, In Class
Weighting: 35%
Groupwork/Individual:
Short extension 3: No
AI assisted?:

The case study Report has two components: A group presentation (group task) worth 15% and an individual reflection report (individual task) worth 20%. 

There will be two sets of questions: core and augmented. for the case study group presentation task students are required to address the core questions. For the individual reflection report, students are required to address the augmented questions.

Note: The core questions will be provided to students, however the augmented questions can be developed by students themselves after consulting with their lecturer 

The Group Presentation Component (15%)

The group presentation component of the case study report will commence on week 5 and continues until week 12, in class. 

Students will present a pre-allocated marketing strategy topic 

The topic for the first presenting group will be allocated on week 2, and thereafter posted weekly on iLearn (there will be a wide range of topics in different industries from finance to construction). 

The presentation is for 30-40 minutes followed by 15 minutes discussion. 

Each member of the group must present. All presentations will be presented as a group and marked as a group effort. Each student will be awarded the group presentation mark, however peer evaluation marks will be applied to adjust the marks based on each member’s contribution. 

Scholarly work is essential for deep analysis, but professional /Industry reports/ marketing media / journalistic coverage of the case must also be included. At the start of the presentation, the presenting team must hand to the unit lecturer:

• 2 page presentation summary report (with an official FBE cover sheet),

• plus a copy of the presentation slides (each slide must include the name and student number of the student presenting it),

• plus a formal list of references

The Individual Reflection Component (20%)

After presenting their case study, students have two weeks to submit their individual reflection of the case study addressing the augmented questions raised by students themselves (students need to confirm the questions with their lecturer).

Students need to submit a 1500-word individual report online,

3 scholarly peer reviewed articles and 3 industry reports from Passport and other databases MUST be integrated throughout the report. Failure to include the 6 sources will be resulted in a 50% mark deduction.
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

Marketing Simulation Game

Due: Week 5 to 12
Weighting: 35%
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.

This a group game, groups of 5 are recommended. Group members for the simulation game may be the same as the case study presentation group members. Alternatively students can form new groups. 

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.  
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

FINAL Exam

Due: Examination period
Weighting: 30%
Groupwork/Individual:
Short extension 3: No
AI assisted?:

The University Examination period in First Half Year 2015 is from Tuesday 9th June to Friday 26th June 2015.

The exam will ask questions based on a Case Study and Reading. The relevant Case Study and Reading will be supplied throughout the semester. Students are expected to be highly familiar with the case and reading prior to the exam. However, students are not allowed to refer to a print out of the case, nor notes on the case, during the examination. Any relevant documentation for the Examination will be supplied as part of the Examination Paper.
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.

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

 

Group Formation, Topic Allocation

Class Discussion: The CEO of McDonald's will be stepping down in March 2015 after just 31 months. Why? What went wrong? 

2

 

Corporate Strategy Decisions and Their Marketing Implications

Chapter 2

Simulation Game Briefing 

Class Discussion: A Story of Success, Alibaba

"Looking for Love? The Marriage Perk at Alibaba" (Bloomberg 2015)

3

 

Business Strategies and Their Marketing Implications

Group Project Overview

Chapter 3

Class Discussion: Apple has only one problem; Google!

4

 

Understanding Marketing Opportunities

Chapter 4

1st Group Case Study Presentation,

5

 

Measuring Market Opportunities; Forecasting and Market Knowledge

Chapter 5

2nd Group Case Study Presentation,

6

 

Targeting Attractive Market Segments

Chapter 6

3rd Group Case Study Presentation, 

Simulation game: Decision Round 1 (Due: Sunday 5th April 11:59 pm)

MID Semester Break

7

 

Differentiation and Brand Positioning 

Chapter 7

4th Group Case Study Presentation, 

Simulation game: Decision Round 2 (Due: Sunday 26th April 11:59 pm)

8

 

Marketing Strategies for New Market Entries

Chapter 8

5th Group Case Study Presentation,

Simulation game: Decision Round 3 (Due: Sunday 3rd May 11:59 pm)

9

 

Strategies for Growth Markets

Chapter 9

6th Group Case Study Presentation, 

Simulation game: Decision Round 4 (Due: Sunday 10th May 11:59 pm)

10

 

Strategies for Mature and Declining Markets

Chapter 10

7th Group Case Study Presentation, 

Simulation game: Decision Round 5 (Due: Sunday 17th May 11:59 pm)

11

 

Marketing Strategies for a Digitally Networked World

Chapter 11

8th Group Case Study Presentation, 

Simulation game: Decision Round 6 (Due: Sunday 24th May 11:59 pm)

12

Organising and Planning for Effective Implementation

Measuring and Delivering Marketing Performance

Chapter 12 and 13

Simulation game: Decision Round 7 (Due: Sunday 31st May 11:59 pm)

13

Course WRAP UP & FINAL EXAM Case Study

 

Simulation game debrief, Student evaluation. 
 

Final Examination

    

 

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 Report
  • Marketing Simulation Game
  • FINAL Exam

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 Report
  • Marketing Simulation Game
  • FINAL Exam

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 Report
  • Marketing Simulation Game
  • FINAL Exam

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

  • Marketing Simulation Game

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 Report

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).