24730 Marketing Strategy

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 2023 is available in the Archives.

UTS: Business: Marketing
Credit points: 6 cp

Subject level:

Postgraduate

Result type: Grade and marks

Requisite(s): (24734c Marketing Management OR 24834c Marketing Decision Making) AND 24710c Buyer Behaviour AND (18 credit points of completed study in 18Credit Points spk(s): STM91699 c 24cp Core Subjects (MMarketing) OR 18 credit points of completed study in 18Credit Points spk(s): STM91700 c 18cp Core Subjects (GDMarketing))
The lower case 'c' after the subject code indicates that the subject is a corequisite. See definitions for details.
These requisites may not apply to students in certain courses.
There are course requisites for this subject. See access conditions.
Anti-requisite(s): 240730 Omnichannel Marketing Strategy

Description

This subject covers advanced knowledge and practical competencies to create and sustain superior performance in the market place 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 learning objectives (SLOs)

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

1.	demonstrate awareness of the theories, frameworks and concepts relevant to strategic marketing planning and tactics taking into account broader environmental contexts
2.	apply innovative problem solving processes to develop marketing strategies and address strategic marketing issues
3.	access and critically analyse relevant information for strategic marketing decisions.
4.	formulate and implement marketing strategies and tactics to drive ethical and sustainable organisational growth
5.	present effectively in an informal and formal manner, recommendations and findings of group work projects.

Contribution to the development of graduate attributes

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.

This subject contributes to the development of the following graduate attributes:

Intellectual rigour and innovative problem solving
Communication and Collaboration

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 learning management system 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 (topics)

1. Competitor analysis
2. Market and environmental analysis
3. Internal analysis
4. Generic strategies and positioning principles
5. Growth strategies
6. Strategic brand management
7. Collaborative strategies
8. Marketing strategy implementation

Assessment

Assessment task 1: Project Report (Group)

Objective(s):	This addresses subject learning objective(s): 1, 2, 3, 4 and 5
Weight:	20%
Length:	15 pages maximum (Font: Times New Roman 12pt, 1.5 line spacing) excluding cover page and additional appendices (if necessary).
Criteria:	Thorough environmental analysis and the extent to which the analysis is based on well-researched facts and information Sufficient use of theories, frameworks and tools learned in lectures, tutorials and textbook Sound marketing strategies - the extent to which the proposed strategies match with the market environment that the focal company is facing Presentation clarity - the extent to which students present their ideas clearly and coherently throughout the presentation

Assessment task 2: Mid-session Quiz (individual)*

Objective(s):

This addresses subject learning objective(s):

1, 2 and 3

Weight:

20%

Criteria:

Understanding of concepts covered in lectures, tutorials and textbook
Interpretation of business scenarios pertinent to strategic marketing planning
Application of theories and frameworks to different strategic marketing issues

*Note: Late submission of the assessment task will not be marked and awarded a mark of zero.

Assessment task 3: Final Exam (Individual)

Weight:	50%
Criteria:	Understanding of concepts covered in lectures, tutorials and textbook Interpretation of business scenarios pertinent to strategic marketing planning Application of theories and frameworks to different strategic marketing issues Persuasiveness of arguments Clarity of academic writing, structure and grammar

Assessment task 4: Business case discussion (Group)

Objective(s):	This addresses subject learning objective(s): 1, 2 and 3
Weight:	10%
Length:	15 minutes powerpoint presentation.

Minimum requirements

Students must achieve at least 50% of the subject’s total marks.

Recommended texts

Recommended Textbook

The content of this subject is partly based on the following textbook. Students are encouraged to buy a hard/electronic copy of this textbook.

Marketing Strategy: Text and Cases, 8th Edition (2021), Author: O C Ferrell and Michael Hartline. https://au.cengage.com/c/isbn/9780357516300/. You can get a 10% off using the promotion code "GRAD10".