Students
MKTG303 – Marketing Strategy
2016 – S2 Day
General Information
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| Unit convenor and teaching staff |
Unit convenor and teaching staff
LIC / Tutor
Lawrence Potter
Contact via lawrence.potter@mq.edu.au
N/A
By appointment - contact by email
Tutor
John Edwards
Contact via john.edwards@mq.edu.au
N/A
By appointment - contact by email
Tutor
Wayne Kingston
Contact via wayne.kingston@mq.edu.au
N/A
By Appointment - contact by email
Tutor
Brenton Price
Contact via brenton.price@mq.edu.au
N/A
By Appointment - contact via email
Moderator
Abas Mirzaei
Contact via abas.mirzaei@mq.edu.au
Level 5, E4A Building, Room 520
By Appointment - contact via email
Rebecca Young
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| Credit points |
Credit points
3
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| Prerequisites |
Prerequisites
(MKTG202 and MKTG203 and 6cp in MKTG units at 300 level) or (admission to BMktgMedia and MKTG202 and MKTG203 and 3cp 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. 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. It places teams in a dynamic competitive environment in which they devise and pursue their own strategies and react to the moves of competitors.
The Session 1 offering of this unit will be delivered in intensive mode over 7 weeks.
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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 | Groupwork/Individual | Short Extension | AI assisted? |
|---|---|---|---|---|---|
| A1: Class Participation | 20% | as per class schedule | No | ||
| A2:Assessed Coursework Game | 50% | See class schedule | No | ||
| A3 Class Test | 30% | Lecture 13 | No |
A1: Class Participation
Due: as per class schedule
Weighting: 20%
Groupwork/Individual:
Short extension 3: No
AI assisted?:
Mini Cases
Weighting: 20% of total assessment mark
Type of Assessment: Individual
Purpose:
Designed to test the student's knowledge, critical thinking skills or capabilities of the materials covered during lectures and tutorials.Class participation is assessed by a student's engagement in mini case discussions facilitated by the tutor, contributions to questions posed by the tutor or general questions asked during tutorials.
Submission Dates:
- Mini Case 1 due Week 3 - Friday 19 August by 5 pm. To be submitted through Turnitin via iLearn. Worth 10% of total assessment marks
- Mini Case 2 due Week 11 - Friday 28 October by 5 pm. To be submitted through Turnitin via iLearn. Worth 10% of total assessment marks
Format:
There will be a number of articles uploaded to iLearn. Each student is to pick ONE of the articles and write a 1250 word analysis of each article to be submitted before class through Turnitin. Presentation of article: Word, 12 point Times Roman, single spacing. Must have Cover page with your details (not in word count).
Your tutor will randomly select students to discuss their articles in class. The following questions must be addressed in each article:
- A brief description of the main ideas covered by the article
- Present a critique of the article - Points of agreement/disagreement with the article. Your answers must be based on fact/logic. Just your opinion is not sufficient
- Key learning/take-outs from the reading
- Implications for marketing strategy and the achievement of competitive advantage -supported by at least 6 academic journal articles
Marking Criteria
As per the assessment guidelines on iLearn website. Note: A marking rubric will be used
Penalty
- Extensions: 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 to studies is made and approved. Similarity scores from Turnitin will be reviewed and marks deducted for plagiarism.
- Turnitin: Similarity scores from Turnitin will be reviewed and marks deducted for plagiarism. Any student with a Turnitin Similarity Score above 15% will be reviewed by the tutor for plagiarism with possible reporting to the Faculty Disciplinary Committee. Students can submit their case to Turnitin as many times as they like before the due date and time to check their Similarity score.
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.
A2:Assessed Coursework Game
Due: See class schedule
Weighting: 50%
Groupwork/Individual:
Short extension 3: No
AI assisted?:
Blue Ocean Coursework
Part A Weighting: 25% of Course Marks
Type of Assessment: Individual
This is my Plan: Before each round of the game each student is to individually write a brief Marketing Plan (Maximum 5 pages for each stage of the game (i.e. Red Round, Blue Round 1-3)
You must demonstrate your ability to write your own individual marketing plan and its modification(s) as you move through the game. That is, before you start the Red Round you prepare your marketing plan. In addition, and before you start Blue Round 1-3 you must show how you have modified your plan to take into account the changing circumstances.
Items to be covered in your plan must show your understanding and rationale of the following:
- Situation Analysis
- Marketing Objectives and sales forecast
- Segmentation/Targeting /Positioning
- Marketing Mix programs for each market target: Product, Price, Distribution, Promotion
- Marketing Budget
Length:
Maximum 5 pages for each stage of the game (i.e. Red Round, Blue Round 1-3). Presentation: Word, 12 point Times Roman, single spacing.
Submission:
Uploaded to Turnitin before the beginning of each round.
Marking Criteria
As per the assessment guidelines on iLearn website. Note: A marking rubric will be used
Penalty
- Extensions: 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 to studies is made and approved. Similarity scores from Turnitin will be reviewed and marks deducted for plagiarism.
- Turnitin: Similarity scores from Turnitin will be reviewed and marks deducted for plagiarism. Any student with a Turnitin Similarity Score above 15% will be reviewed by the tutor for plagiarism with possible reporting to the Faculty Disciplinary Committee. Students can submit their case to Turnitin as many times as they like before the due date and time to check their Similarity score.
Part B :The Blue Ocean Simulation Game
Weighting : 25% of Course Marks Group Assessment
Type of Assessment: Group
The Blue Ocean Marketing Strategy simulation is an online game which requires teams to make a series of complex, real world marketing decisions over a simulated period of 9 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. Submissions made via BOSS web site.
Marking Criteria
The assessment mark will be based on your final team Share Price Index (SPI) at the end of Blue Round 3. Individual marks for each student are based on a ranking of the SPI for all teams in the unit at the end of Blue Round 3.
Student Contribution
Social loafing will be penalised in this assessment item. That is, students who do not contribute to game decisions will lose marks through peer review. Peer review scores of all team members will be averaged across the team and used to adjust raw group marks. Any student with less than 100% contribution will have their raw marks for the simulation game adjusted downwards in proportion.
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.
A3 Class Test
Due: Lecture 13
Weighting: 30%
Groupwork/Individual:
Short extension 3: No
AI assisted?:
Class Test
Timing:
Week 13 Lecture (The Class Test will be undertaken in the Lecture so please ensure that you attend).
Weighting:
30% of total course assessment marks
Duration:
1.5 hours
Format:
Short answer questions
Materials Allowed:
The Class Test is closed book, No calculators, dictionaries or mobile phones allowed.
Topics:
Questions will be based on the lectures indicated in the Class Schedule
Extensions:
There will be no provision for re-sits of the class test. If a student misses the class test they will score zero unless they have applied for and received approval for a disruption to studies. In the event that a disruption to studies approval is granted the make up assessment will be an oral assessment of the topics covered in the class test.
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
Delivery and Resources
Classes
This unit in Semester 2 is taught in normal mode over 13 weeks. There is a 2 hour lecture each week plus 6 x 2 hour tutorials held every two (2) weeks. If you cannot attend the lecture then ask someone to take notes for you. Lecture notes will be available on iLearn a week before the lecture. Please note that they are only a summary of the 2 hour lecture usually in bullet point format.
The timetable for classes can be found on the University web site at: http://www.timetables.mq.edu.au/ Maximum size for each tutorial is 30 students. Once allocated to a class a student will not be able to change unless there are places in another class or someone in the other class is willing to swap.
Requirements:
To complete the unit satisfactorily a student must obtain an overall assessment mark of 50% or greater (i.e. the mini cases + the Blue Ocean component + the Class Test).
Students are required to attend at least 80% of the tutorials (i.e. 5 of the 6 scheduled). Each student will be allocated to a team in their tutorial through which they will participate in the Blue Ocean simulation game throughout semester.Once the teams are formed, students cannot change their classes. Attendance will be taken in tutorial class.
- Medical certificates must be provided if you are not able to attend a class without incurring a penalty.
- Students are 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.
- Mobile phone must be turned OFF and not simply set to ‘silent’.
- Students who disturb or disrupt in class sessions will be asked to leave.
- All students have to complete one peer assessment for the Blue Ocean Strategy Simulation (BOSS).
- The lecturer has the final say in the adjustment of group-work marks taking into account peer assessment ratings and attendance.
Prescribed texts:
- Kerin, R.A., and Peterson, R.A. (2013). Strategic Marketing Problems Cases and Comments, International Edition, 2013, Pearson. ISBN-13 9780273768944.
- Kim, W. and Mauborgne, R. 2015, Blue Ocean Strategy, Harvard Business Review Press ISBN 978-1-62527-449-6
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The Blue Ocean Strategy Simulation game is based on the work of Kim, W. and Mauborgne, R. 2005. It will be assumed that you will have read the chapters assigned each week prior to attending seminars.
Prescribed unit materials: Online Student Guides for the Blue Ocean Strategy Simulation .
Recommended supplementary texts:
- Hooley, G., Piercy, N., Nicoulaud, B. 2012, Marketing Strategy and Competitive Positioning, 5th Ed., Prentice Hall.
- Cravens, D. and Piercy, N. 2012, Strategic Marketing, 10th Ed., McGraw Hill.
- Mullins J., Walker O., Boyd H., and Larréché J.-C., 2006 Marketing Management: A Strategic Decision-Making
Technology Used and Required
Students are required to learn how to use PowerPoint, word processing, iLearn and the Blue Ocean Strategy Simulation Game. No recording devices are to be used by students to record lecture notes without the permission of the lecturer.
Unit web page
The web page for this unit can be found at: iLearn http://ilearn.mq.edu.au
Unit Schedule
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Weekly Schedule of Classes MKTG303 Semester2, 2016
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Week # |
Week Begin |
Lecture Topic/Resources |
Seminar Assessment Tasks |
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1 |
1 August |
Introduction to Marketing Strategy- Kerin & Peterson Ch. 1 |
No Tutorials |
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2 |
8 August |
Profitability and Financial Management 1.Productivity Measures 2.Balanced Scorecard 3.Financial Management Kerin & Peterson Ch. 2
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Tutorial - 1 Complete Kerin & Peterson Ch. 2 Exercises: 1, 7 and 8 for class discussion
Assessment A1 Mini Case 1 due week 3 – Friday 19 August by 5pm. To be submitted through Turnitin via iLearn. |
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3 |
15 August |
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4 |
22 August |
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Tutorial - 2 1.Form Blue Ocean (BOS) Groups (4-5) Complete Team Agreement for Simulation Game 2.Blue Ocean Strategy Introduction - Kim and Mauborgne (2005) Ch 1-2 3.Blue Ocean Strategy Guide 4.Introduction/User Guide 5.Registration Process for BOS
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5 |
29 August |
1. Product and Service Strategy and Brand Management - Kerin & Peterson Ch. 5 2. Blue Ocean Strategy - Kim and Mauborgne (2005) Chapter 5 |
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6 |
5 September |
Integrated Marketing Communications Strategy & Management
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Tutorial – 3 1. Discussion: Marketing Plan components. 2. Assessment A2 Part A - Red Round Marketing Plan Submission due Friday 16 September 3. Assessment A2 Part B – BOS Red Round Practice Round Commences: Monday 5 September. Completes: Friday 16 September 4. Assessment A2: Part B - BOS RED ROUND (completed during Mid Semester Break) Starts: Monday 9am 19 September Ends: Friday 5pm 30 September |
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7 |
12 September
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Marketing Channels and Supply Chain Strategy & Management Kerin & Peterson Ch. 7 |
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Semester 2 Mid Semester Break 19 September-2 October
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8 |
3 October |
Pricing Strategy and Management Kerin & Peterson Ch. 8 |
Tutorial – 4
Student Feedback BOS Red Round
Assessment A2 Part A BOS Blue Round (BLUE 1-3) Marketing Plan Submission due Monday 10 October by 5pm
Assessment A2: Part B BOS BLUE ROUND (BLUE 1-3) Starts: Tuesday 9am 11 October Ends: Friday 5pm 14 October
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9 |
10 October |
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10 |
17 October |
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Tutorial - 5
Assessment A2: Part B Student Feedback BOS BLUE ROUND (BLUE 1-3)
Assessment A1 Mini Case 2 due Friday 28 October by 5pm. To be submitted through Turnitin via iLearn. |
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11 |
24 October |
Corporate Social Responsibility - Hooley Ch 18 |
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12 |
31 October |
Course Summary and Review |
Tutorial - 6 Feedback Assessment A1 Mini Case 2
Class Test Revision |
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13 |
7 November |
Assessment A3 Class Test – 30%(Held in the Lecture)
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Learning and Teaching Activities
Lecture
Simulation activities
Tutorials
Personal Reading
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
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 task
- A2:Assessed Coursework Game
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;
- 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
- A1: Class Participation
- A2:Assessed Coursework Game
- A3 Class Test
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
- 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
- A1: Class Participation
- A2:Assessed Coursework Game
- A3 Class Test
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
- 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
- A1: Class Participation
- A3 Class Test
Changes from Previous Offering
Since last semester we have reduced the weighting of the case studies from 30% to 20% over the overall assessment mark. We have removed the reflective journal and upgraded the Blue Ocean game by requiring students to individually develop a marketing strategy during the course of the game. We have also increased the class test assessment to 30% compared to the previous semester of 10%. Please note that tutorials for this semester are conducted every 2 weeks so that each student will attend 6 x 2 hour tutorials over the semester.
Research and Practice Global and Sustainability
This unit uses research from external sources and Macquarie University researchers as listed in the references lists on iLearn.
- Additional References Aaker, D., Mills, M. 2005, Strategic Market Management Pacific Rim Edition, Wiley and Sons
- Davis, J and DeVinney, T (1997), Essence of Corporate Strategy, Sydney: Allen & Unwin.
- Grant, R. M. (2002) Contemporary Strategy Analysis: Concept, Techniques, Applications. (4th Edition). Blackwell Publishing
- Guiltinan, J., Paul, G.W., Madden, T.J. 1997, Marketing Management: Strategies and Programs 6th Edition, McGraw–Hall, USA
- Hamel, G. (2000), Leading the Revolution, Boston: Harvard Business School Press Jain, S.C. 2004, Marketing: Planning and Strategy, 7th Edition,
- Thomson Kotler, P., Kevin Lane Keller 2006, Marketing Management, 12th Edition, Prentice Hall. Lambin, J (1997), Strategic Marketing Management, London: McGraw-Hill
- Lehman, D., Winer, R. Analysis for Marketing Planning 5th Edition, McGraw-Hill, USA, 1997.
- Markides, C. (1999), All the right moves: A guide to crafting breakthrough strategy, Boston: Harvard Business School Press
- Walker, O.C., Mullins, J.W., Boyd, H.W. Larreche, J.C. 2006, Marketing Strategy-A Decision-Focused Approach, Fourth Edition, Irwin McGraw–Hill Irwin
- Whitwell, G., Lukas, B., Doyle, P. 2003, Marketing Management: A Strategic, Value based Approach, Milton, QLD: John Wiley & Sons.
- Achrol, Ravi S. (1991), “Evolution of the Marketing Organization: New forms for Turbulent Environments,” Journal of Marketing, 55, (October), 77-93.
- Ailawadi, Kusum L., Donald R. Lehmann, and Scott A. Neslin (2001), “Market Response to a Major Change in the Marketing Mix: Learning from Proctor and Gamble’s Value Pricing Strategy,” Journal of Marketing, 65 (January), 44-61.
- Bayus, Barry, “Are Product Life Cycles Really Getting Shorter?” (1994), Journal of Product Innovation Management, 11, 300-308.
- Day, George, Allan Shocker, and Rajendra Srivastava (1979), “Customer-Oriented Approaches to Identifying Product Markets,” Journal of Marketing, Fall, 8-19.
- Day, G.S. 1999, “Creating a Market Driven Organisation”, Sloan Management Review, Fall , 11-21.
- Day, G.S. 2000, “Managing Market Relationships”, Journal of the Academy of Marketing Science, 28(1), 24-30.
- Dickson, Peter R. (1992), "Toward a General Theory of Competitive Rationality," Journal of Marketing, 56 (January), 69-83.
- Glazer, Rashi (1991) “Marketing in an Information-Intensive Environment: Strategic Implications of Knowledge as an Asset,” Journal of Marketing, 55 (October), 1-19.
- Hamel, Gary and C. K. Prahalad (1991), ‘Corporate Imagination and Expeditionary Marketing,” Harvard Business Review, (July-August), 81-92.
- Hunt, S.D., Morgan, R.M. 1995, “The comparative advantage theory of competition,” Journal of Marketing, 59(2), 1-15
- Kohli, A.K., Jaworski, B.J. 1990, “Market Orientation: The construct, research propositions, and managerial implications”, Journal of Marketing; New York, 54,(2), 1-18. Kohli, A.K., Jaworski, B.J. 1993, “Market orientation: Antecedents and consequences”, Journal of Marketing, 57, (3), 53-81.
- Lambkin, Mary and George Day (1989), “Evolutionary Processes in Competitive Markets: Beyond the Product Life Cycle,” Journal of Marketing, 53, 3 (July), 4-20.
- Leeflang, Peter S. H. and Dick R. Wittink (2001), “Explaining Competitive Reaction Effects,” International Journal of Research in Marketing,” 18, 119-137.
- Massy, Frank and Barton Weitz (1977) “A Normative Theory of Market Segmentation,” in Franco Nicosia and Yoram Wind, (eds.), Behavioral Models for Market Analysis: Foundations for Marketing Action, Hinsdale, Illinois:
- Dryden. McKee Daryl, P. Varadarajan, and W. Pride (1989), “Strategic Adaptability and Firm Performance: A Market-Contingent Perspective,” Journal of Marketing, 53, (July), 21-35.
- Porter, M. E. (Ed.) 1980 and 1998, Competitive Strategy: Techniques for Analysing Industries and Competitors, Free Press, New York.
- Webster, F.E. 1992, “The changing role of marketing in the corporation”, Journal of Marketing, 56, (October), 1-17.
It will be assumed that you will have read the chapters assigned each week prior to attending lectures. The text covers some of the basic material and provides numerous examples. There will also be a small number of additional readings from other sources that will be provided to you via iLearn.
Other journals and publications of interest include the following:
- Journal of Marketing Australian Journal of Management Journal of Marketing Research
- Harvard Business Review
- International Journal of Research in Marketing Sloan Management Review
- Journal of the Academy of Marketing Science
- Business Horizons Australasian Marketing Journal
- Academy of Management Journal Business Strategy Review
- Journal of Management Studies Marketing Intelligence and Planning Academy of Management Review
- Long Range Planning Strategic Management
- Journal Industrial Marketing Management Organisation Studies Journal of Business Research
- Strategic Change Marketing Management
- Academy of Management Executive European Journal of Marketing Personnel Management
Other publications Psychological Review The Economist
- California Management Review Fortune
- Journal of Change Management Business Review Weekly
- B&T Weekly
- Australian Financial Review The Australian
- Sydney Morning Herald Marketing Magazine
Changes since First Published
| Date | Description |
|---|---|
| 27/07/2016 | Change to confirm the In Class Test to be completed in the Week 13 Lecture. |