24809 Strategic Marketing

Warning: The information on this page is indicative. The subject outline for a 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 2021 is available in the Archives.

UTS: Business
Credit points: 6 cp

Subject level:

Postgraduate

Result type: Grade and marks

There are course requisites for this subject. See access conditions.

Description

Strategic marketing is about creating distinctive and valued offerings that services customers’ needs while establishing a competitive positioning. Candidates understand how to develop, implement and evaluate marketing-oriented strategies in competitive global environments where they need to deliver superior value to customers and firms. This subject covers the key concepts and analytical tools used to identify, research, evaluate, develop, target, position and launch products and services that meet market needs while driving sustainable competitive advantage. They develop competencies to implement strategic marketing decisions in a cross-functional and integrated manner and to establish brand across a portfolio of services and differing channels. Candidates explore a variety of differing strategies and master analytical techniques to determine optimal strategies based on a variety of qualitative and quantitative sources. Effectively communicating such strategies requires candidates to blend analytical and creative thinking.

Subject learning objectives (SLOs)

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

1.	Apply marketing planning and strategy concepts and principles to an organisational context
2.	Assess constituents of the competitive environment and core competencies of the organisation
3.	Formulate competitive positioning strategies for market offerings and plan their implementation
4.	Critically analyse and synthesise complex market research, operational and financial information and develop innovative tactical and strategic marketing decisions

Contribution to the development of graduate attributes

This subject teaches students the concepts, tools and implementation of marketing strategy, competitive positioning and implementation. Key tools include: environmental analysis, internal analysis, competitive and consumer/customer analysis, market segmentation, developing value propositions, and ways to create a sustainable advantage through strong competitive offer positioning and implementation. Included in the course are a number of ‘live cases’ involving a sophisticated product marketing strategy and implementation simulation that allows students to develop and execute a marketing strategy for a firm, including brand management, new product research and development, pricing, distribution and sales force management.

This subject is aligned with the following graduate attributes:

Business practice-oriented skills – be able to integrate generic, technical and professional skills including being proficient in technology, to operate effectively in various industry contexts with the capacity to anticipate and respond to change.

Teaching and learning strategies

In-class: The subject material is discussed using a combination of lectures, case analysis and in-class simulations, exercises and discussions. Participants will be required to work both individually and in small groups. The learning experience is enhanced by the active participation of students who can draw on a wide range of business experiences that will inform class discussions and decisions. Guest speakers from a range of organisations will present their experiences and/or perspectives on contemporary strategy themes and strategy in practice.

In between classes: Materials will be provided via Canvas for students to prepare prior to attending classes. Classes adopt a blended learning approach that combines inquiry based and experiential learning techniques. Students are directed to read specific materials for each main content area prior to class. Students will have to engage with theoretical material, case studies, and contemporary media before coming to class, both individually, and on a team basis.

Feedback: Classes will include guided critical assessment of this material, with teams responsible for leading discussion by theme. Q & A sessions will take place during classes and case study analyses will enable students to gauge their level of understanding and provide some direction to self-study activities.

Content (topics)

Introduction to marketing management tool and tactics
Strategic marketing planning overview
Environmental analysis and forecasting
Competitive market analysis
Consumer analysis and market segmentation Internal capabilities analysis relative to market offers
Identifying competitive positions
Evaluating sustainable competitive advantage Positioning strategies
Marketing implementation

Assessment

Assessment task 1: Live Case Analysis (Individual)

Intent:	Lesson 1 submission (15%), Lesson 2 submission (15%), Lesson 3 submission (20%), Lesson 4 submission (20%)
Objective(s):	This addresses subject learning objective(s): 1, 2, 3 and 4
Weight:	70%
Criteria:	Depth of knowledge conveyed through verbal articulation of insights regarding strategic marketing direction derived from critical analysis Quality of materials designed for the presentation, including PowerPoint slides, and other multi-media tools Quality of communication of content in the presentation, including clarity of presentation and ability to engage the audience

Assessment task 2: Strategic Marketing Plan (Group)

Objective(s):	This addresses subject learning objective(s): 1, 2, 3 and 4
Weight:	30%
Criteria:	Critical analysis of the key insights from each of the key topic areas Quality of written strategic marketing analysis with discussion of strengths and limitations

Minimum requirements

To pass the subject, students must achieve at least 50% of the subject’s total marks.

Required texts

Strategic Marketing Management, 9th Edition, Alexander Chernev

References

Chandy, Rajesh K., and Gerard J. Tellis (2000) "The incumbent's curse? Incumbency, size, and radical product innovation." Journal of Marketing, 64(3), 1-17.

Golder, Peter N., and Gerard J. Tellis (1993). "Pioneer advantage: Marketing logic or marketing legend?." Journal of Marketing Research 30(2), 158-170.

Liu, Yuping, and Rong Yang (2009). "Competing loyalty programs: Impact of market saturation, market share, and category expandability." Journal of Marketing 73(1), 93-108.

Mizik, Natalie, and Robert Jacobson. (2003) "Trading off between value creation and value appropriation: The financial implications of shifts in strategic emphasis." Journal of Marketing 67(1), 63-76.

Tirunillai, Seshadri , and Tellis, Gerard J. (2012), “Does Chatter Really Matter? Dynamics of User-Generated Content and Stock Performance,” Marketing Science, 31 (2), 198–215.