MKF5251 Case studies in marketing strategy. Unit Guide. Semester 2, 2014

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1 MKF5251 Case studies in marketing strategy Unit Guide Semester 2, 2014 Copyright Monash University All rights reserved. Except as provided in the Copyright Act 1968, this work may not be reproduced in any form without the written permission of the host Faculty and School/Department. The information contained in this unit guide is correct at time of publication. The University has the right to change any of the elements contained in this document at any time. Last updated: 17 Jul 2014

2 Table of Contents MKF5251 Case studies in marketing strategy - Semester 2, Mode of Delivery...1 Workload requirements...1 Additional workload requirements...1 Unit Relationships...1 Prerequisites...1 Co-requisites...1 Prohibitions...2 Chief Examiner(s)...2 Campus Lecturer(s)...2 Caulfield...2 Your feedback to Us...2 Previous Student Evaluations of this Unit...2 Academic Overview...3 Learning Outcomes...3 Unit Schedule...4 Teaching Approach...4 Assessment Summary...4 Hurdle Requirements...4 Second marking...4 Return of final marks...4 Assessment criteria...5 Assessment Requirements...6 Assessment Tasks...6 Assessment task Assessment task Assessment task Examination(s)...9 Examination Learning resources...9 Feedback to you...10 Assignment submission...10 Online submission...10 Prescribed text(s) and readings...10 Recommended text(s) and readings...10 Other Information...11 Policies...11 Graduate Attributes Policy...11 Student Charter...11 Student services...11 Monash University Library...11 Moodle Disability Liaison Unit...12

3 MKF5251 Case studies in marketing strategy - Semester 2, 2014 Using the case study method this unit provides an analytical framework from which students can explore how marketing strategy is applied to a variety of organisations within the context of contemporary and emerging issues. Students will be taught how to analyse, evaluate and implement marketing strategy. As this is the capstone unit in the Master of Marketing degree course, a theoretical grounding in the earlier core marketing units is essential for students undertaking this unit. Mode of Delivery Caulfield (Evening) Workload requirements Minimum total expected workload equals 144 hours per semester Additional workload requirements Course instruction focuses on the case study method. Both individual and group case analyses will be required. This method has been adapted from the Harvard Business School. The unit involves one 3-hour class session per week for one semester. The total time commitment required for this unit is around 160 hours. In addition to the 36 hours of class contact students are expected to devote an additional 120 hours during the semester to studying for this unit. It must be stressed that the best preparation for the major assignment and the exam is the diligent completion each week of the set cases and other exercises. Therefore the suggested allocation of the expected time commitment is: Time spent in preparing for and completing the 11 weekly case studies and assessment tasks at an average of 5 hours / week = 55 hours Major assignment = 40 hours Financial analysis exercises, revision and exam preparation = 25 hours Note: The 160 hours overall is normally essential to achieve a reasonable grade. Unit Relationships Prerequisites Students must have passed 48 credit points at graduate level. Co-requisites Students must have enrolled in 66 credit points and must be enrolled in one of the following courses: 2276, 3802, 3810 or

4 MKF5251 Case studies in marketing strategy - Semester 2, 2014 Prohibitions MKF5270 and MKX5251 Chief Examiner(s) Dr Margaret Matanda Campus Lecturer(s) Caulfield Mr Bill Pickett Contact hours: At any time by appointment Phone: bill.pickett@monash.edu Warning: ldap_search(): Search: Bad search filter in /srv/www/ugeditor/source/smarty.func.buseco.php on line 19 Warning: ldap_first_entry() expects parameter 2 to be resource, boolean given in /srv/www/ugeditor/source/smarty.func.buseco.php on line 20 Mobile; SMS: (preferred contact method) Your feedback to Us Monash is committed to excellence in education and regularly seeks feedback from students, employers and staff. One of the key formal ways students have to provide feedback is through the Student Evaluation of Teaching and Units (SETU) survey. The University s student evaluation policy requires that every unit is evaluated each year. Students are strongly encouraged to complete the surveys. The feedback is anonymous and provides the Faculty with evidence of aspects that students are satisfied and areas for improvement. For more information on Monash s educational strategy, see: and on student evaluations, see: Previous Student Evaluations of this Unit In response to the last evaluation of this Unit a variety of cases has been selected which cover both large and small organisations, and a range of situations. Previous student feedback has highlighted the opportunity to learn how to apply their marketing theory to real marketing issues as a key benefit of this Unit. If you wish to view how previous students rated this unit, please go to 2

5 Academic Overview Learning Outcomes The learning goals associated with this unit are to: 1. integrate the theoretical and functional aspects of marketing (and other business disciplines) into a practical problem-solving framework 2. analyse information supplied from a case and identify the core marketing problem 3. design, evaluate and recommend marketing strategies that solve the identified core marketing problem 4. develop personal communication and discussion skills. 3

6 Unit Schedule Teaching Approach Assessment Summary Within semester assessment: 60% Examination: 40% Assessment Task Value Due Date Major Assignment 30% To be handed in at the start of class for week 8 Minor Assessment Tasks -Critical Issues Analysis 20% (5% per case) Weeks 2, 4, 6, and 10 (to be handed in at the start of each class) Class contribution 10% Weeks 2-11 demonstrated case preparation Examination 1 40% To be advised Hurdle Requirements There is a hurdle requirement in this unit. The learning outcomes in this unit require students to demonstrate in the individual summative assessment task a comprehensive understanding of the topics covered in the unit. This is demonstrated by the requirement that the student must attain a mark of at least 50% in the final summative assessment task. A student s final mark is normally the sum of the marks obtained in all of the individual assessment items in the unit. Where a student fails the unit solely because of failure to satisfy the hurdle requirement a mark of 48 will be returned for the unit. The individual summative assessment task is the final exam. Second marking Where an assessment task is given a fail grade by an examiner, that piece of work will be marked again by a second examiner who will independently evaluate the work, and consult with the first marker. No student will be awarded a fail grade for an assessment task or unit without a second examiner confirming the result. Note: Exceptions to this are individual pieces of assessment contributing 10% or less of the final mark, unless the total of such pieces exceeds 30% of the final mark. Return of final marks Faculty policy states that 'the final mark that a student receives for a unit will be determined by the Board of Examiners on the recommendation of the Chief Examiner taking into account all aspects of assessment'. 4

7 Unit Schedule The final mark for this unit will be released by the Board of Examiners on the date nominated in the Faculty Calendar. Student results will be accessible through the my.monash portal. Assessment criteria Assessment Criteria Grading Descriptors available at: 5

8 Assessment Requirements Assessment Tasks Assessment task 1 Title: Major Assignment Due date: To be handed in at the start of class for week 8 Details of task: This is an Individual assignment. Refer to the unit program for the case for this semester. This is an individual assignment and each paper submitted must be a unique individual effort. However, students are encouraged to discuss their ideas in groups when preparing the case. You are required to solve the assigned case and provide a detailed writtenanalysis of the case solution. The perspective is that of the strategist, such as the marketing manager or consultant aiming to convince senior decision makers in an organisation. The issues confronted concern the building blocks of strategy and their integration, as well as a perspective on the evolving nature of practice. The prime objective is to help you develop appropriate analytical and decision making abilities. As such you will analyse the case materials in a logical way (suggested decision making approach is attached), identify the problem(s) to be solved, propose alternative strategies, and then evaluate them, culminating in recommending a particular course of action. Your analysis should be a maximum of 4,000 well chosen words, including all Appendices. This means 3,600 words plus 10%. Papers in excess of this are unacceptable and will be penalised. The maximum penalty will be 10%. Each paper MUST include a word count on the front title page. Keeping the paper under the word limit is difficult and will require skill in deciding which is the most relevant material required to effectively support the recommendations. Marks available: This assignment carries 30% of the final marks in the unit. Students should note that the marking for the Assignment will be out of 100% and split among the following three Sections: External and Organisational Analysis / SWOT & TOWS: 33% Development of Objectives and Alternative Strategic Sets: 17% Evaluation of Alternative Strategic Sets: 50% Each Section is marked independently and must be a clearly headed, stand alone Chapter of your assignment, and start on a new page. Around half of the assignment should be devoted to evaluation and justification of the chosen strategies. For the guide for each section, refer to the Professional Approach to Decision Making which will be available as a.pdf on Moodle. This is essential reading and contains sufficient detail to enable students to make an immediate start on working on the major assignment, which is highly recommended. 6

9 Assessment Requirements Word limit: A maximum of 4,000 well chosen words, including all Appendices. This is 3,600 plus 10%. Weighting/Value: 30% Estimated return date: Marked assignments will be returned to students in class in week 10. Students who want their assignments returned by mail must supply and attach an appropriately sized stamped self-addressed envelope to their assignment. Assignments will be returned in the envelope provided as soon as they have been marked and the mark has been recorded. Submission details: Submission mode It is strongly preferred that assignments are submitted in hard copy. Electronic submissions before the cut off time will be accepted, however, the assignments will be marked as received and printed and unintended transmission corruption will be the responsibility of the student. Assignments which are lodged electronically must be sent from your Name@student.monash.edu.au address and must include an electronic copy of the coversheet. Electronic lodgement from any other addresses will not be accepted. ed assignments will be marked in as received condition as noted above. Students are required to retain, and provide if required, a copy of their assignment until results are finalised. Penalties for late lodgement: Unapproved late assignments will be penalised. The penalty will depend on whether and when an extension was sought and approved and the reason for the extension request. The maximum penalty will be 10% of the assignment marks per day or part day after the submission deadline. Assessment coversheet: Work submitted for assessment must be accompanied by a completed copy of the Faculty Cover Sheet which has been signed by the student. NO assignment will be accepted or marked if it is not accompanied by a signed Assignment Cover Sheet. Assessment task 2 Title: Minor Assessment Tasks -Critical Issues Analysis Due date: Weeks 2, 4, 6, and 10 (to be handed in at the start of each class) Details of task: You will be required to hand a critical issues case analysis at the beginning of classes 2, 4, 6, and 10 (refer earlier for specific dates). This must be no more than 400 wordsall submissions (usually less than one A4 page), and in a minimum 12 point font. All submissions should include a word count. If you cannot make it to class then your analysis can be submitted prior to class by . âcritical Issuesâ analyses must be submitted before class if they are to count as part of the Minor Assessments mark and will not be accepted in hard copy or by after the 7

10 Assessment Requirements start of the class discussion. Marks will deducted for submission which are not in the required format. While you are strongly encouraged to discuss your ideas in groups, all submissions must be from an individual student and clearly identified in terms of name and student I.D.number. If in any doubt, refer to the notes on the inside front cover on Plagiarism, Cheating and Collusion. The template for the âcritical Issuesâ summary for Weeks 2, 4 and 6 is shown below: Student Number: Name: Preferred Name: Case Number: Case: Observation (External & Organisational) Strategic Implication etc. 3. etc. Core Problem Statement Recommended Objectives Evaluation and Justification of Strategies Recommended Objectives This section should involve half the effort in âsolving the caseâ The Critical Issues summary for weeks 10 and 12 shall consist of a 400 word maximum (typically less than one page) response to specific questions about the case to be studied in class. These questions will be provided in the prior week. These submissions should also be in 12 point font. Each assignment will be marked between 0 and 5. Word limit: 400 words Weighting/Value: 20% (5% per case) Estimated return date: "Critical Issues" summaries will be marked and returned in class the following week and returned in class the following week and will comply with the relevant Privacy Legislation and University and Faculty Guidelines. Responses will not be mailed or ed. Assessment task 3 Title: Class contribution Due date: Weeks 2-11 demonstrated case preparation Details of task: The 10% of assessment given for participation is in recognition of the time you will need to prepare each seminar and the importance attributed to your involvement in class discussion. Marks will be awarded on the basis of the value and quality of your contribution to, and participation in, the analysis and debate of the cases in class over the semester. Obviously, a student must not only attend class but also demonstrate their preparation of the case, to be eligible for this mark. 8

11 Assessment Requirements The mean average of the grade given for each class gives the final semester participation mark. As a guide, marks will be allocated as follows: Case always well prepared / frequent, active, constructive contributor to class discussion: 100% Case normally well prepared / constructive contributor: 80% Case generally well prepared / regular contributor to discussion: 60% Contributes to discussion rarely or when prompted / contributions demonstrate adequate preparation: 40% Usually silent / usually only contributes when prompted / demonstrates limited preparation: 20% Generally silent / only contributes when prompted / does not demonstrate adequate preparation: 0% Weighting/Value: 10% Estimated return date: In the last class for the semester (week 12) Examination(s) Examination 1 Weighting: 40% Length: 3 hours Type (open/closed book): Closed book Electronic devices allowed in the exam: None Remarks: The end of semester examination will be in the form of a case study and will be of 3 hours, 10 minutes duration. The exam will consist of a series of specific questions on the case. The case to be used for the exam is listed in the detailed unit program which will be posted on Moodle. Learning resources Monash Library Unit Reading List (if applicable to the unit) 9

12 Assessment Requirements Feedback to you Types of feedback you can expect to receive in this unit are: Graded assignments with comments Solutions to tutes, labs and assignments Assignment submission Online submission If Electronic Submission has been approved for your unit, please submit your work via the learning system for this unit, which you can access via links in the my.monash portal. Prescribed text(s) and readings The weekly cases and discussions for this unit will be drawn from the following texts, which each student must have available during each class: Cravens, David W, Piercy, Nigel F (2013) Strategic Marketing, 10th Edition, McGraw-Hill. This is an essential text which contains class cases and reading material. Cameron, Andrew E, and Pickett, Bill (2009); Ultimate Marketing Tools, 50 stand-out marketing analysis, 2nd Edition(Unpublished "course notes" available from the Monash bookshop, Caulfield). Recommended text(s) and readings These are supplementary readings that students should review, as a knowledge of this material is assumed. Doyle, P., (2008) Value-Based Marketing, Second Edition, John Wiley and Sons (the first edition is alsomarketing Management, a strategic, value-based approach,sufficient as a reference). OR Whitwell, G., Lukas, B., Doyle, P., (2003) Marketing Management, a strategic, value-based approach, John Wiley & Sons (the Australian equivalent of the first edition) Kotler, P., Keller, K., (2009) Marketing Management, 13th Edition, Prentice-Hall (or an equivalent edition, which covers all of the fundamentals of marketing). Porter, M.E., (1985) Competitive Advantage - Creating and Sustaining Superior Performance, Free Press Porter, M.E., (1996) What is Strategy:, Harvard Business Review, Nov - Dec, ***Plus all text books and notes from all prior units in your degree***. 10

13 Other Information Policies Monash has educational policies, procedures and guidelines, which are designed to ensure that staff and students are aware of the University s academic standards, and to provide advice on how they might uphold them. You can find Monash s Education Policies at: Key educational policies include: Student Academic Integrity Policy and Student Academic Integrity: Managing Plagiarism and Collusion Procedures ; Assessment in Coursework Programs; Special Consideration; Grading Scale; Discipline: Student Policy; Academic Calendar and Semesters; Orientation and Transition; and Academic and Administrative Complaints and Grievances Policy. Graduate Attributes Policy education/management/monash-graduate-attributes-policy.html Student Charter Student services The University provides many different kinds of support services for you. Contact your tutor if you need advice and see the range of services available at Monash University Library The Monash University Library provides a range of services, resources and programs that enable you to save time and be more effective in your learning and research. Go to or the library tab in my.monash portal for more information. Moodle 2 All unit and lecture materials, plus other information of importance to students, are available through the virtual learning environment Moodle site. You can access Moodle via the my.monash portal. Where to go for help If you're stuck, confused or simply not sure how to approach Moodle, there are a number of Moodle resources that you can tap into. 11

14 Other Information Disability Liaison Unit Students who have a disability or medical condition are welcome to contact the Disability Liaison Unit to discuss academic support services. Disability Liaison Officers (DLOs) visit all Victorian campuses on a regular basis. Website: Telephone: to book an appointment with a DLO; dlu@monash.edu Drop In: Equity and Diversity Centre, Level 1, Building 55, Clayton Campus. 12