24415 Marketing Planning and Strategy
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particular session, location and mode of offering is the authoritative source
of all information about the subject for that offering. Required texts, recommended texts and references in particular are likely to change. Students will be provided with a subject outline once they enrol in the subject.
Subject handbook information prior to 2018 is available in the Archives.
Credit points: 6 cp
Subject level:
Undergraduate
Result type: Grade and marksRequisite(s): 24108 Marketing Foundations AND 24202 Consumer Behaviour
These requisites may not apply to students in certain courses.
There are course requisites for this subject. See access conditions.
Description
Why do some organisations deliver better performance than others? This is the fundamental question of strategy. This subject covers the knowledge and skills necessary to create and sustain superior performance in the marketplace through market-led strategic management. It focuses on the essential issues in strategy, such as opportunity identification, strategy formulation and strategy implementation. There is almost never one right answer to a business scenario, but strong analysis skills always deliver a much better set of answers than weak analysis skills. The subject develops a competence to develop marketing within organisations as a strategic force rather than just as an operational department.
Subject learning objectives (SLOs)
| 1. | review relevant marketing strategy concepts |
|---|---|
| 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. |
Contribution to the development of graduate attributes
Marketing Planning and Strategy deals with the processes of developing and implementing marketing strategies and how these processes can be managed to gain and sustain superior performance in the market place.
This subject contributes to the development of the following graduate attributes:
- Business knowledge and concepts
This subject also contributes specifically to develop the following Program Learning Objectives:
- 1.2: Demonstrate inter-relationships between differing business and related disciplines
Teaching and learning strategies
It is taught through a combination of lectures and workshops (i.e. tutorials). Students will need to access materials (available on UTSOnline) prior to each week's class and complete any set activities to ensure adequate preparation. The lectures and tutorials involve a variety of different learning activities including critical debate, in-depth case deliberations, simulation exercises and presentations. Tutorials and lectures will include time where students will work together in student led discussion of the exercise and/or case with the provision of tutor and peer feedback. These classes will be supplemented with both printed and electronic learning materials and resources which students use to prepare and complete activities before and after lectures and tutorials. 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. All students will be provided with the opportunity for initial feedback on their performance in the subject during the first six weeks of the semester, for example, online quizzes, tutorial exercises, presentations and other assessment methods. Further feedback will be provided in relation to submitted assessment tasks.
Content (topics)
- Market-led strategic management
- Strategic marketing planning
- Company analysis
- Analysing markets
- Competitive positioning strategies
- Formulating marketing strategies
- Implementing marketing strategies
Assessment
Assessment task 1: Project Report (Group)
| Objective(s): | This addresses subject learning objective(s): 1, 2 and 3 |
|---|---|
| Weight: | 20% |
Assessment task 2: Mid-session Quiz (Individual)
| Objective(s): | This addresses subject learning objective(s): 1, 2 and 3 |
|---|---|
| Weight: | 20% |
Assessment task 3: Final Exam (Individual)
| Objective(s): | This addresses subject learning objective(s): 1, 2 and 3 |
|---|---|
| Weight: | 50% |
Assessment task 4: Business case discussion (Group)
| Objective(s): | This addresses subject learning objective(s): 1 and 2 |
|---|---|
| Weight: | 10% |
Minimum requirements
Students must achieve at least 50% of the subject’s total marks.
Required texts
Hooley et al. (2012), Marketing Strategy and Competitive Positioning
ISBN: 978-0-273-74093-3
References
You should also study reference readings available through UTSOnline or on the lecture slides. These reference readings are suggested as wider reading for you to grasp the course content to a higher and more sophisticated level. Such readings are examinable. The readings include, amongst others:
Barney, J. 1991, "Firm Resources and Sustained Competitive Advantage," Journal of Management, 17 (1), 99-12.
Lieberman, M.B. and Montgomery, D.B. 1988, "First-Mover Advantages," Strategic Management Journal, 9 (5), 41-58.
Porter, M. 1996, "What Is Strategy?," Harvard Business Review, 74 (6), 61-78.
Teece, D., Pisano, G. and Shuen, A. 1997, "Dynamic Capabilities and Strategic Management," Strategic Management Journal, 18 (7), 509-533.
Teece, D. 2007, "Explicating Dynamic Capabilities: The Nature and Microfoundations of (Sustainable) Enterprise Performance," Strategic Management Journal, 28 (13), 1319-1350.
Vargo, S.L. and Lusch, R.F. 2004, "Evolving to a New Dominant Logic for Marketing," Journal of Marketing, 68 (1), 1-17.
Varadarajan, P., Clark, T. 1994, "Delineating the Scope of Corporate, Business, and Marketing Strategy", Journal of Business Research, 31, 93-10
Other resources
UTSOnline is a web-based learning tool. In Marketing Planning and Strategy UTSOnline is used for asking and answering questions (via Discussion Forums); keeping up to date (via Announcements); accessing learning resources (via Subject Materials); and checking your grades (via Tools).
It is an expectation and responsibility to access this resource at least once a week. To log in to UTSOnline: 1. Visit http://online.uts.edu.au/ 2. Type your user name (Your user name is your student number e.g. 12345678). 3. Type your password (Your password is the same as your e-mail password. You will need to activate your UTS e-mail account first.) 4. Click "Login" Marketing Strategy operates a level 3 UTSOnline program (information plus moderated discussion board). This means that you will be using UTSOnline a great deal. The discussion board forums are used extensively. We have staff dedicated to answering your content and administrative questions. We endeavour to answer questions within within 48 hours of posting.
