Faculty of Business: Marketing
Credit points: 6 cp

Subject level: Undergraduate

Result Type: Grade and marks

Requisite(s): 24202 Consumer Behaviour AND 24309 Introductory Marketing Research AND 24205 Business Marketing
These requisites may not apply to students in certain courses.
There are also course requisites for this subject. See access conditions.

Handbook description

This subject integrates marketing knowledge from previous coursework within a strategic marketing framework. Contemporary marketing management decision-making techniques and models are applied through case studies and a comprehensive marketing plan is developed. Students identify, evaluate, recommend, communicate and defend long-term strategies and present, analyse and develop marketing strategies that positively and ethically progress a firm's objectives.

Subject objectives/outcomes

On successful completion of this subject students should be able to:

1. Develop an understanding of marketing planning and strategy concepts and principles;
2. Think strategically and apply concepts and principles to managerial decision-making contexts; and
3. Identify, evaluate and formulate marketing strategies that drive organisational performance.

Contribution to graduate profile

This unit focuses on the process and theory of strategic marketing decision making, The emphasis of this unit is given to the strategic management of marketing led organisations and the decision making process. Using a simulated marketing environment, students will acquire an understanding the issues and challenges faced by organisations in managing their marketing operations in a dynamic marketplace.

Teaching and learning strategies

The subject is taught through a combination of lectures, case discussions, presentations and in-class exercises, including a computer simulation. The objective is for students to develop analytical and critical thinking by being involved in class discussions and exercises. It is essential that students read the weekly case studies before class and come prepared for discussion. Students should also keep up to date with local and international developments in marketing and strategy by reading newspapers and business journals or magazines, which can assist in their class discussion.

Content

• Market-Oriented Perspectives
• Corporate Strategy Decision and their Marketing Implications
• Business Strategies and their Marketing Implications
• Identifying Attractive Markets
• Industry Analysis and Competitive Advantage
• Measuring Market Opportunities
• Targeting Attractive Market segments
• Differentiation and Positioning
• Marketing Strategies for New Market Entries
• Strategies for Growth Markets
• Strategies for Mature and Declining Markets
• Marketing Strategies for the New Economy
• Organising and Planning for Effective Implementation
• Measuring and Delivering Marketing Performance.

Assessment

Markstrat Project (Group)	10%
This addresses objectives 1-3.
Project Report (Group)	20%
This addresses objectives 1-3.
Formal in-class examination – essay questions (Individual)	70%
This addresses objectives 1-3.

The examination will be conducted under University examination conditions, and hence thoroughly address concerns regarding secure assessment. The assignment will be secured through a combination of updating of assessment tasks across semesters and/or plagiarism detection software.

Recommended text(s)

Walker, Boyd, Mullins and Larreche (2003). Marketing Strategy – A decision-focused approach. 4th edition. McGraw-Hill.

Indicative references

Farrell D (2003), 'The real new economy.' Harvard Business Review,(October), 104-112.

Hambrick, D C. and Fredrickson, J W. (2001), 'Are you sure you have a strategy?' Academy of Management Executive,15 (4), 48-59.

Leavy B, (2003), 'Assessing your strategic alternatives from both a market position and core competence perspective.' Strategy and Leadership, 31 (6) 29-35.

Porter, M E. and Kramer, M R. (2002), 'The Competitive Advantage of Corporate Philanthropy.' Harvard Business Review, 80 (12), 56-68.