Unit Outline MKTG3306. Strategic Marketing. Semester 2, 2011 Crawley. Unit Coordinator Dr. Kenneth Yap

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1 Unit Outline MKTG3306 Strategic Marketing Semester 2, 2011 Crawley Unit Coordinator Dr. Kenneth Yap Business School * This Unit Outline should be read in conjunction with the Business School Unit Outline Supplement available on the Current Students web site

2 MKTG3306/Crawley/KY/July All material reproduced herein has been copied in accordance with and pursuant to a statutory licence administered by Copyright Agency Limited (CAL), granted to the University of Western Australia pursuant to Part VB of the Copyright Act 1968 (Cth). Copying of this material by students, except for fair dealing purposes under the Copyright Act, is prohibited. For the purposes of this fair dealing exception, students should be aware that the rule allowing copying, for fair dealing purposes, of 10% of the work, or one chapter/article, applies to the original work from which the excerpt in this course material was taken, and not to the course material itself. The University of Western Australia

3 UNIT DESCRIPTION Introduction Welcome to Strategic Marketing, the capstone unit in the Marketing major. The aim of the course is to recap and reflect on lessons learnt in previous marketing courses and apply these in a strategic/competitive environment (i.e. MKTG2203 Marketing Management, MKTG2204 Consumer Behaviour, MKTG3310 International Marketing, etc.). Special emphasis is placed on the product life cycle framework to analyse competitive strategies. This framework will provide students an opportunity to examine marketing strategies related to new markets (sunrise industry) and mature or declining markets (sunset industry). Special emphasis is also placed on case study analysis as an approach to learning about marketing strategy and decision-making. At the end of the course, students should have a greater appreciation of the marketing mix strategies (4Ps) and exposure to competitive strategies that companies employ in the corporate world. This knowledge should make a graduating student demonstrably job-ready for careers in marketing. Unit content 1. Strategic analysis 2. Strategic capabilities and direction 3. Strategy formulation 4. Strategy implementation and control 5. Marketing strategies The Goal of the unit This unit will call upon many of the concepts covered in your previous marketing studies and apply them holistically towards the formulation of strategy. One of the main aims is for students to increase their familiarity with the capabilities and limitations of marketing models. At the end of the day, this unit is about learning ways to think creatively, efficiently and effectively. This entails analysing existing market information at hand, identify the underlying problem, selecting the right model or framework for a situation and applying it correctly. Learning outcomes Upon successful completion of this unit, you should be able to: demonstrate the ability to apply core knowledge and skills to typical marketing problems/issues; critically analyse and question accepted knowledge claims in new, unfamiliar and changing circumstances, and develop alternative frameworks; communicate clearly, effectively and appropriately in relation to typical marketing problems/issues; demonstrate the ability to apply, analyse, synthesise and evaluate information from multiple sources to make business decisions; analyse domestic and global forces that affect organizations; recognise, understand and respond appropriately to ethical, social, and sustainability issues. Educational Principles and Graduate Attributes In this unit, you will be provided with the opportunity to: take responsibility for your own learning; to think, reason and analyse logically and creatively 3

4 TEACHING AND LEARNING RESPONSIBILITIES Teaching and learning strategies True learning takes place when you are able to apply what you try to remember and understand. Application of marketing theory and knowledge is a critical facet of problem solving, which in turn is what employers will pay you to do when you graduate. This is the underlying philosophy of my teaching and learning approach. I believe firmly that the more you remember and understand, the more you have to apply and the more problems you will be able to solve. The lectures, tutorials, assignments and exams will provide many opportunities to apply such knowledge. The harder you work, the more you will gain from this course. To make yourself more industry-ready, take this opportunity to proactively develop your intellectual capability. To help you think better, reason more clearly and analyse more logically and creatively, the tutors have been asked to encourage, facilitate, develop and challenge your familiarity with marketing concepts. To increase your intellectual capability, you will analyse the problems in case studies by employing analytical frameworks. The outcomes of your analyses should be used to help you make decisions towards solutions for the cases. People think differently and because of this, tend to arrive at different solutions for the same case. Because of this, this unit adopts a living unit approach where the direction, strategies and outcomes of the will depend how your cohort responds to the unit materials. In view of this, you should be prepared to adjust to new material, new ways of thinking and new ways for solving problems. Teaching and learning evaluation You may be asked to complete two evaluations during this unit. The Student Perception of Teaching (SPOT) and the Students Unit Reflective Feedback (SURF). The SPOT is optional and is an evaluation of the lecturer and the unit. The SURF is completed online and is a university wide survey and deals only with the unit. You will receive an from the SURF office inviting you to complete the SURF when it is activated. We encourage you to complete the forms as your feedback is extremely important and can be used to make changes to the unit or lecturing style when appropriate. Attendance Participation in class, whether it be listening to a lecture or participating in tutorials, is an important part of the learning process. More formally, the University regulations state that to complete a course or unit students shall attend prescribed classes, lectures, seminars and tutorials. 4

5 CONTACT DETAILS We strongly advise students to regularly access their student accounts. Important information regarding the unit is often communicated by and will not be automatically forwarded to private addresses. Unit coordinator/lecturer: Kenneth Yap Phone: Consultation hours: Lecture times: Lecture venue: Tutor: Tutor: Tutor: Tutor: Friday 12-1pm Friday 2-4pm BUSN: WSFRMLT Sue Davidson Peter Batskos Doug Moffat Christina Chua TEXTBOOK(S) & RESOURCES Unit Website: WebCT Required text(s) Custom Publication (2011). MKTG3306 Strategic Marketing. McGraw-Hill. Software requirements A reliable calculator, a word processing package, Microsoft Excel or equivalent 5

6 Additional resources & reading material Journals Business Horizons Fortune Journal of Consumer Research Journal of Marketing Journal of Academy of Management The Journal of Business Strategy Websites Google Business Review Weekly Harvard Business Review Journal of Global Marketing Journal of Strategic Marketing Sloan Management Review Marketing News 6

7 UNIT SCHEDULE Week # Lecture Topic Tutorial questions based on Case Studies 1 Introduction to Strategic No tutorials 1 Aug Marketing and Markets (Ch1-3) Competition and Industry 2 Structure (Ch1-2) 8 Aug Market Opportunity (Ch2) 3 15 Aug 4 22 Aug 5 29 Aug 6 5 Sep 7 12 Sep 8 19 Sep Internal Environment of the Firm (Ch3) Strategy and Game Theory (Ch4-5) TUTORIAL 2 Dell Competitive Analysis (Ch6) MID-SEMESTER TEST 1 Strategies for New Markets (Ch7) TUTORIAL 3 Bitter Competition Strategies for Growth Markets (Ch8) GROUP ASSIGNMENT 1 Strategies for Mature Markets (Ch9) TUTORIAL 1 Introduction and Icebreaker Where to get industry and market information Introduction to case study method A career in marketing your tutor s perspective TUTORIAL 4 Callaway 9 26 Sep 10 3 Oct Oct Oct Oct Oct SEMESTER BREAK Consumer Behaviour Strategy (Ch10) Market Segments (Ch11) Product and Brand Strategy (Ch13-14) Pricing Strategy (Ch15) Distribution Strategy (Ch16) GROUP ASSIGNMENT 2 Promotion Strategy (Ch17) Measuring Performance (Ch18) TUTORIAL 4 Callaway TUTORIAL 5 Steinway TUTORIAL 6 Harrington 7

8 ASSESSMENT MECHANISM The purpose of assessment There are a number of reasons for having assessable tasks as part of an academic program. The assessable tasks are designed to encourage you to explore and understand the subject more fully. The fact that we grade your work provides you an indication of how much you have achieved. Providing feedback on your work also serves as part of the learning process. To reiterate, the following are the desired learning outcomes and the program activities designed to achieve it (in italics) demonstrate the ability to apply core knowledge and skills to typical marketing problems/issues (tutorial, case study submissions); critically analyse and question accepted knowledge claims in new, unfamiliar and changing circumstances, and develop alternative frameworks (lectures, tutorial, case study submissions); communicate clearly, effectively and appropriately in relation to typical marketing problems/issues (tutorial, case study submissions); demonstrate the ability to apply, analyse, synthesise and evaluate information from multiple sources to make business decisions (lectures, tutorial, case study submissions); analyse domestic and global forces that affect organisations (tutorial, case study submissions); recognise, understand and respond appropriately to ethical, social, and sustainability issues (tutorial, case study submissions). Assessment mechanism summary Assessment Due date Weighting Tutorial Participation and Case Study Presentation Group Case Study Submission 1 Group Case Study Submission 2 Individual Case Study Submission Assessed as an average of all six tutorials 10% Due at end of Week 8 to be submitted on WebCT Due at end of Week 14 to be submitted on WebCT 10% 10% Due at random at end of tutorial 20% Mid-semester Test Due Week 6 administered on WebCT 15% Final Examination TBA 35% Note: Results may be subject to scaling and standardisation under faculty policy and are not necessarily the sum of the component parts. Your assessed work may also be used for quality assurance purposes, such as to assess the level of achievement of learning outcomes as required for accreditation and audit purposes. The findings may be used to inform changes aimed at improving the quality of Business School programs. All material used for such processes will be treated as confidential, and the outcome will not affect your grade for the unit.

9 Assessment components Tutorial Participation Each student is expected to attend tutorials and participate in the discussion and other tasks assigned. Full details of the assessment procedures and the allocated tasks are described in the tutorial schedule. Tutorial participation: Attendance at each tutorial session is considered obligatory. You should also participate actively in the discussion. Personal views and comments (based on your reading) shall be required from all students in all tutorial sessions. The case study questions are assigned to facilitate demonstrable preparation and the use of case facts and relevant marketing concepts. This makes it easier to provide an objective assessment. Group case study presentation: From Tutorial 2 onwards, at least two student pairs will be asked to present their progress or approach to the group case study. In this presentation, students will be assessed on their ability to give oral presentations that are clear and coherent to a variety of audiences. This assessment will form part of the overall tutorial participation assessment. Marking criteria: This component, which incorporates both case study discussions and group case study presentation, is worth 10% of the course and will be assigned as a mark out of 10 by your tutor. Mere attendance does not get you any marks at all, your demonstration of preparation and analysis of case facts will. This means if you have not demonstrated significant preparation and understanding, you will get a zero for participation. Preparation is the keyword: students who consistently come unprepared but talk a lot by just asking questions, stating the obvious, speak without qualifying their statements (or think twice before speaking) are also likely to get zero for participation. The tutor can provide general feedback about the quality of contribution, but will not be giving you a final/publishable tutorial mark until the end of the semester. Your tutor is qualified to assess this even though they may choose to stay quiet or encouraging while some students waffle on. Group case study submissions 1 & 2 Partner someone in your tutorial in the first tutorial session. Each pair is expected to make two written submissions based on their analysis of two case studies. These case studies are: 1. Massachusetts Lottery (case study and questions are available on WebCT) 2. Wang s Fortune Tea (case study and questions are available on WebCT) These submissions are based on your analysis of the case study. There is no specific format, and the structure of your analysis depends on the perspective or framework you adopt for the problem at hand. You will be assessed on your ability to apply, analyse, synthesise, and evaluate information from multiple sources to make business decisions or recommendations; therefore, you are encouraged to seek different sources of scholarly information (e.g. reference books, journal articles) to inform your answers. Four-pages (maximum) report that details the prepared answer, 12 point and 1.5 spaced pages with 1.5cm margins on all sides. The four pages exclude any notes, exhibits, or calculations you use as part of the analysis. You may attach this as an appendix but note that this information is used to substantiate your answers and cannot be used to incorporate any new information not already in your four-page report. There is not page limit for the appendices. Academic language, grammar and style that is of a high standard. This means that if you think you will need help with editing or English, seek help sooner rather than later. Your writing style will be a component of the assessment. Individual case study submission In addition to the two group submissions, you are required to make a written submission every tutorial based on your analysis for all five case studies featured in the tutorials (from Tutorial 2 onwards). You will then be assessed on only one of your five submissions but this will be done at random. The requirements for this case are identical to the group case study submissions.

10 Examinations (50%) The mid-semester test (15%) will be held in week 6 of semester and will consist of multiple-choice questions. It will cover the text chapters up to week 5 lectures. This test will be administered online through WebCT. The final exam (35%) will also consist of multiple-choice questions. Expect questions to draw from lecture notes, case discussions, and the prescribed text. Submission of assignments Please remember to attach an Assignment Cover Sheet to the front of your assignment. You can download and print your Assignment Cover Sheet from the Current Students web page All assignments are to be handed in personally to your tutor and ed to your tutor and lecturer. Please ask for a receipt for your submission. Student Guild Phone: (+61 8) Facsimile: (+61 8) enquiries@guild.uwa.edu.au Website: