Students
MKTG806 – Applied Marketing Strategy
2016 – S2 Day
General Information
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| Unit convenor and teaching staff |
Unit convenor and teaching staff
Convenor/Lecturer
Abas Mirzaei
Contact via 02 98508560
E4A, Room 520
Thursday 3-4pm
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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 in groups and resolve complex business issues
General Assessment Information
Late Submissions
No extensions will be granted. There will be a deduction of 10% of the total available marks made from the total awarded mark for each 24 hour period or part thereof that the submission is late (for example, 25 hours late in submission – 20% penalty). This penalty does not apply for cases in which an application for disruption of studies is made and approved. No submission will be accepted after solutions have been posted.
Assessment Tasks
| Name | Weighting | Due | Groupwork/Individual | Short Extension | AI assisted? |
|---|---|---|---|---|---|
| Case Study Report | 30% | Weeks 6 to 12, In Class | No | ||
| Marketing Simulation Game | 20% | Week 4 to 11 | No | ||
| Unit Participation | 10% | Weekly | No | ||
| Final Exam | 40% | Examination period | No |
Case Study Report
Due: Weeks 6 to 12, In Class
Weighting: 30%
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 15%.
Group Presentation (15%)
After forming groups in week 2 (groups of 4-6 people), groups will be provided with case studies. Students are required to present a summary of the case,and address the questions assigned to each case study.
The group presentation component of the case study report will commence on week 6 and continues until week 10, in class.
The case study topics and questions will be posted on iLearn (there will be a wide range of topics in different industries).
All groups are required to give a 20-minute presentation followed by 10 minutes class discussion.
Each member of the group MUST present. All presentations will be 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: a copy of the presentation slides (each slide must include the name and student number of the student presenting it). Also presenting teams are required to upload their slides on iLearn prior to their presentation.
The Individual Reflection Component (15%)
After presenting their case study, students have three weeks to submit their individual report. In other words, the individual report is due three weeks after your presentation date. For instance, those presenting in week 6 are required to submit their individual report in week 9.
Students are required to develop a strategic advantage plan, incorporating the content discussed in lectures throughout the semester.
Students need to submit a 2000-word individual report online to Turnitin.
Specific assessment tasks and marking rubric are presented on iLearn.
Late Submissions
No extensions will be granted. There will be a deduction of 10% of the total available marks made from the total awarded mark for each 24 hour period or part thereof that the submission is late (for example, 25 hours late in submission – 20% penalty). This penalty does not apply for cases in which an application for disruption of studies is made and approved. No submission will be accepted after solutions have been posted.
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 in groups and resolve complex business issues
Marketing Simulation Game
Due: Week 4 to 11
Weighting: 20%
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 students in a dynamic competitive environment in which they devise and pursue their own strategies and react to the moves of competitors.
Over eight rounds, students will make marketing simulation decisions. Students are required to learn how to use the Markstrat Simulation Game.
The first four rounds of decisions (rounds 1 to 4) are on individual basis (10%), and decision rounds 5 to 8 are group-based (10%). Group members for the simulation game may be the same as the case study presentation group members. Alternatively students can form new groups.
No extensions will be granted. Students who have not submitted the task prior to the deadline will be awarded a mark of 0 for the task, except for cases in which an application for disruption of studies is made and approved.
Simulation Decision Timetable
Individual-based (10%)
Week
Time
Date
Decision Round#1
Week 4
5:00pm
26 August
Decision Round#2
Week 5
5:00pm
02 September
Decision Round#3
Week 6
5:00pm
09 September
Decision Round#4
Week 7
5:00pm
16 September
Group-based (10%)
Week
Time
Date
Decision Round#5
Week 8
5:00pm
07 October
Decision Round#6
Week 9
5:00pm
13 October
Decision Round#7
Week 10
5:00pm
20 October
Decision Round#8
Week 11
5:00pm
27 October
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 in groups and resolve complex business issues
Unit Participation
Due: Weekly
Weighting: 10%
Groupwork/Individual:
Short extension 3: No
AI assisted?:
Students participation will be assessed according to levels of:
Engagement in lectures:
Answering questions, asking questions, commenting on lecture materials
Engagement in class activities:
Getting involved in class activities, answering and asking questions, commenting on other groups presentations.
Engagement online on iLearn:
Students are expected to contribute to online discussions, posting interesting marketing strategy content on iLearn, and commenting on other posts.
Students participation in this unit will be assessed by the unit convenor throughout the semester.
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 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
Final Exam
Due: Examination period
Weighting: 40%
Groupwork/Individual:
Short extension 3: No
AI assisted?:
The University Examination period.
The exam will be based on the content discussed throughout the semester, from lecture notes, prescribed textbook, and additional reading materials.
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
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 read the weekly reading material and participate in lectures , class activities and discussions. 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.
Inherent Requirement (i.e. Compulsory Requirement)
To complete this unit, students must sit the final examination, however it is NOT a double-pass final exam.
Unit Schedule
Weekly Schedule – Wednesday Class Dates
|
Week |
Topic |
TEXT Readings |
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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 |
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2 |
Corporate Strategy Decisions and Their Marketing Implications |
Chapter 2 Simulation Game Briefing |
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3 |
Business Strategies and Their Marketing Implications Group Project Overview |
Chapter 3 |
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4 |
Understanding Marketing Opportunities |
Chapter 4 Simulation game: Decision Round 1 (Due: Friday 5pm ) |
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5 |
Measuring Market Opportunities; Forecasting and Market Knowledge |
Chapter 5 Simulation game: Decision Round 2 (Due: Friday 5pm ) |
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6 |
Targeting Attractive Market Segments |
Chapter 6 Group Case Study Presentation (Groups 1 & 2), Simulation game: Decision Round 3 (Due: Friday 5pm ) |
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7
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Differentiation and Brand Positioning |
Chapter 7 Group Case Study Presentation (Groups 3 & 4), Simulation game: Decision Round 4 (Due: Friday 5pm) |
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Mid- Semester Break |
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8 |
Marketing Strategies for New Market Entries |
Group Case Study Presentation (Groups 5 & 6), Simulation game: Decision Round 5 (Due: Friday 5pm) |
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9 |
Strategies for Growth Markets |
Chapter 9 Group Case Study Presentation (Groups 7 & 8), Simulation game: Decision Round 6 (Due: Friday 5pm) |
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10 |
Strategies for Mature and Declining Markets |
Chapter 10 Group Case Study Presentation (Groups 9 & 10), Simulation game: Decision Round 7 (Due: Friday 5pm) |
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11 |
Marketing Strategies for a Digitally Networked World |
Chapter 11 Simulation game: Decision Round 11 (Due: Friday 5pm) |
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12 |
Organising and Planning for Effective Implementation Measuring and Delivering Marketing Performance |
Chapter 12 and 13 |
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13 |
Course WRAP UP & FINAL EXAM Case Study |
Simulation game debrief, Student evaluation. |
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Final Examination |
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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://mq.edu.au/policy/docs/academic_honesty/policy.html
New Assessment Policy in effect from Session 2 2016 http://mq.edu.au/policy/docs/assessment/policy_2016.html. For more information visit http://students.mq.edu.au/events/2016/07/19/new_assessment_policy_in_place_from_session_2/
Assessment Policy prior to Session 2 2016 http://mq.edu.au/policy/docs/assessment/policy.html
Grading Policy prior to Session 2 2016 http://mq.edu.au/policy/docs/grading/policy.html
Grade Appeal Policy http://mq.edu.au/policy/docs/gradeappeal/policy.html
Complaint Management Procedure for Students and Members of the Public http://www.mq.edu.au/policy/docs/complaint_management/procedure.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://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.
Graduate Capabilities
PG - Capable of Professional and Personal Judgment and Initiative
Our postgraduates will demonstrate a high standard of discernment and common sense in their professional and personal judgment. They will have the ability to make informed choices and decisions that reflect both the nature of their professional work and their personal perspectives.
This graduate capability is supported by:
Assessment task
- Unit Participation
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
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
Assessment tasks
- Case Study Report
- Marketing Simulation Game
- Unit Participation
- 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 in groups 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:
Learning outcome
- The ability to work in groups and resolve complex business issues
Assessment tasks
- Marketing Simulation Game
- Unit Participation
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:
Learning outcome
- The ability to work in groups and resolve complex business issues
Assessment tasks
- Case Study Report
- Unit Participation
Changes from Previous Offering
Changes in Semester 2 2016
A marketing strategy simulation game has been added to the assessment tasks. To meet the new assessment policy requirements, the case study report has been divided into group presentation an individual report. Class participation has also been added to the assessment tasks.
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).