24730 Marketing Strategy

Subject level: Postgraduate

Handbook description

This subject covers advanced knowledge and practical competencies to create and sustain superior performance in the marketplace through market-led strategic management. It focuses on the two essential issues in marketing strategy formulation – the identification of target markets and the creation of a differential advantage. The subject develops a competence to develop marketing within organisations as a strategic force rather than just as an operational department.

Subject objectives/outcomes

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

1. apply market-led strategic thinking and undertake strategic marketing planning
2. undertake competitive marketing analyses and specify competitive positions
3. formulate and implement competitive marketing strategies that lead to sustainable, superior performance in the market place
4. work more effectively in teams to develop interpersonal, leadership and communication skills
5. present more effectively in an informal and formal manner the findings of the group work components.

Contribution to graduate profile

Marketing Strategy deals with the process of developing and implementing a marketing strategy and how these processes can be managed to gain and sustain superior performance in the market place.

Teaching and learning strategies

The subject is based on dynamic and interactive lecture and workshop sessions. It is taught through a combination of lectures and workshops (i.e. tutorials). The lectures involve critical debate and in-depth case deliberations; and the workshops are built around simulation exercises, case discussions and presentations. These classes will be supplemented with both printed and electronic learning materials and resources. The UTS web-based communication tool (UTSOnline Course Information) will be used to share information and encourage interaction between staff and students. Students will also use appropriate computer software such as spreadsheets and word processors to complete assigned tasks.

Content

The subject will address the following topics:

• Market-led strategic management
• Strategic marketing planning
• Competitive marketing analysis
• Identifying current and future competitive positions
• Competitive positioning strategies
• Implementing the marketing strategy

Assessment

Assessment item 1: Mid-semester Exam(Individual)

Assessment item 2: Project Report (Group)

Assessment item 3: Final Exam (Individual)

Required text(s)

Aaker, DA (2008), Strategic Marketing Management, 8th edition, John Wiley & Sons Inc, ISBN 9780470056233

Larreche, JC and Gatignon, H and Triolet, R Markstrat Online Student Handbook, StratX International, ISBN 0974306304

Indicative references

Cravens, DW, Piercy NF (2008) Strategic Marketing, 9th edition, McGraw Hill

Hooley G, Piercy N and Nicoulaud B (2008) Marketing Strategy and Competitive Positioning, 4th edition, Prentice Hall

Carlopio, J, Andrewartha, G, Whetten, DA, Cameron, K (2008), Developing Management Skills: A comprehensive guide for leaders, 4th edition, Prentice Hall

Kumar N (2004) Marketing as Strategy: Understanding the CEOs Agenda for Driving Growth and Innovation, Harvard Business School

Bryce, DJ and Dyer, JH, 2007, Strategies to crack: well-guarded markets, Harvard Business Review, 85(5): 84–92

Christensen, CM, Cook, S and Hall, T, 2005, Marketing malpractice, Harvard Business Review, 83(12): 74–83

Davenport, TH, Harris, JG, Jones, GL, Lemon, KN, Norton, D and McCallister, MB, 2007, The Dark Side of Customer Analytics, Harvard Business Review, 85(5): 37–48

Kumar, V, Venkatesan, R and Reinartz, W, 2006, Knowing What to Sell, When, and to Whom, Harvard Business Review, 84(3): 131–137

Porter, ME, 2008, The five competitive forces that shape strategy, Harvard Business Review, 86(1): 78–93

Yankelovich, D and Meer, D, 2006, Rediscovering market segmentation, Harvard Business Review, 84(2): 122–131