Unit convenor and teaching staff |
Unit convenor and teaching staff
Convenor/Lecturer
Abas Mirzaei
Contact via 02 98508560
E4A, Room 520
Monday 4-5pm
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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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Information about important academic dates including deadlines for withdrawing from units are available at https://www.mq.edu.au/study/calendar-of-dates
On successful completion of this unit, you will be able to:
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.
Name | Weighting | Hurdle | Due |
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Case Study Report | 30% | No | Weeks 6 to 11, In Class |
Marketing Simulation Game | 20% | No | Weeks 4 to 10 |
Unit Participation | 10% | No | Weekly |
Final Exam | 40% | No | Examination period |
Due: Weeks 6 to 11, In Class
Weighting: 30%
The case study report has two components: A group presentation (group task) worth 15% and an individual report (Strategic Advantage Plan) worth 15%.
Group Presentation (15%)
After forming groups in week 2 (groups of 5 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 11, 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.
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.
Individual Report: Strategic Advantage Plan (15%)
After presenting their case study, students have two weeks to submit their individual report. In other words, the individual report is due two weeks after your presentation date. For instance, those presenting in week 6 are required to submit their individual report in week 8.
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.
Due: Weeks 4 to 10
Weighting: 20%
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 four rounds, students will make marketing simulation decisions.
The simulation game is an individual assignment, and students are required to complete each round individually.
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
Week
Time
Date
Decision Round #1
Week 4
5:00pm
24 March
Decision Round #2
Week 6
5:00pm
07 April
Decision Round #3
Week 8
5:00pm
12 May
Decision Round #4
Week 10
5:00pm
26 May
Due: Weekly
Weighting: 10%
Students participation will be assessed according to levels of engagement across the following three participation streams:
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.
Note: The maximum mark students can earn for each of the above three streams is 7. In other words, in order to be awarded the FULL participation mark (10 out of 10), students are required to be active in at least two streams.
Due: Examination period
Weighting: 40%
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.
Walker, Gountas, Mavondo & Mullins, Marketing Strategy 3rd edition McGraw-Hill Education, Australia
To complete this unit, students must sit the final examination, however it is NOT a double-pass final exam.
Weekly Schedule – Wednesday Class Dates
Week |
Topic |
Readings |
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 |
2 |
Corporate Strategy Decisions and Their Marketing Implications |
Chapter 2 Simulation Game Briefing |
3 |
Business Strategies and Their Marketing Implications Group Project Overview |
Chapter 3
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4 |
Framework for Marketing Strategy Formation |
Reading: Framework for Marketing Strategy Formation Simulation game: Decision Round 1 (Due: Friday 5pm ) |
5 |
Company Positioning and Competitive Advantage |
Chapter 5
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6 |
Sustaining Competitive Advantage |
Reading: Sustaining Competitive Advantage Group Case Study Presentation (Group 1) Simulation game: Decision Round 2 (Due: Friday 5pm ) |
7
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Differentiation: What Are Your Signature Stories? |
Reading: What Are Your Signature Stories. Group Case Study Presentation (Groups 2)
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Mid- Semester Break |
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8 |
Marketing Strategies for New Market Entries |
Chapter 8 Group Case Study Presentation (Groups 3) Simulation game: Decision Round 3 (Due: Friday 5pm) |
9 |
Marketing Strategies for Growth Markets |
Chapter 9 Group Case Study Presentation (Groups 4)
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10 |
Marketing Strategies for a Digitally Networked World |
Chapter 11 Group Case Study Presentation (Groups 5) Simulation game: Decision Round 4 (Due: Friday 5pm) |
11 |
Marketing Strategies for Mature and Declining Markets |
Chapter 10 Group Case Study Presentation (Groups 6) |
12 |
Organising and Planning for Effective Implementation Measuring and Delivering Marketing Performance |
Chapter 12 and 13 Reading: Strategy Execution |
13 |
Course WRAP UP & FINAL EXAM Case Study |
Simulation game debrief, Student evaluation. |
Final Examination |
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_2016.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 (in effect until Dec 4th, 2017): http://www.mq.edu.au/policy/docs/disruption_studies/policy.html
Special Consideration Policy (in effect from Dec 4th, 2017): https://staff.mq.edu.au/work/strategy-planning-and-governance/university-policies-and-procedures/policies/special-consideration
In addition, a number of other policies can be found in the Learning and Teaching Category of Policy Central.
Macquarie University students have a responsibility to be familiar with the Student Code of Conduct: https://students.mq.edu.au/support/student_conduct/
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.
Macquarie University provides a range of support services for students. For details, visit http://students.mq.edu.au/support/
Learning Skills (mq.edu.au/learningskills) provides academic writing resources and study strategies to improve your marks and take control of your study.
Students with a disability are encouraged to contact the Disability Service who can provide appropriate help with any issues that arise during their studies.
For all student enquiries, visit Student Connect at ask.mq.edu.au
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.
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:
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:
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:
Changes in Semester 1 2017
All assessments remained unchanged.
Research and Practice
This unit gives students the opportunity in assignments to practice applying research findings to real life marketing management and sustainable business contexts and problems in global and local settings. This unit also gives students the opportunity to conduct research.
Global contexts & Sustainability
This unit prepares students for a globalised digital world. In this unit, students will learn about the global marketing practices across a range of industries, for-profit and non-for profit. This unit will enable students to learn and develop sustainable marketing strategies for businesses to survive and grow over time.
Research will be required from Internet Searches and also Online Journals and Reports. These will include:
Internet sites of interest