Strategic Marketing Plan

profileEvonth
BUS350-TMA2019UILG.pdf

BUS350 Strategic Marketing

Unit Information and Learning Guide

Teaching period: May trimester 2019

This information should be read in conjunction with the online learning materials

which can be found on your MyUnits page.

Unit Coordinator Natasha Benson

School of Business College of Arts, Business, Law and Social Sciences

Contents

Unit information

1. Information about the unit 1-2

2. Contact details 2

3. How to study this unit 3-4

4. Resources for the unit 4-5

5. Study schedule 6-9

6. Assessment 10-16

Learning guide

1. Introductory information 17

2. Unit delivery and organisation 18

3. Session 1 - Topics 1 & 2 19-21

4. Session 2 - Topics 3 &4 22-25

5. Session 3 - Topics 5 & 6 26-28

6. Session 4 - Topics 7 & 8 29-31

7. Session 5 - Topics 9 & 10 32-34

8. Session 6 - Topics 11 & 12 35-37

Appendices

Appendix A: Policy on Group Projects 38-39

Appendix B: Group Charter / Agreement 40

© Published by Murdoch University, Perth, Western Australia, September 2018, August 2018

Originally written by Carol Osborne, January 2017

This publication is copyright. Except as permitted by the Copyright Act no part of it may in any form or by any electronic, mechanical, photocopying, recording or any other

means be reproduced, stored in a retrieval system or be broadcast or transmitted without the prior written permission of the publisher.

Murdoch University – Strategic Marketing BUS350 – TMA 2019 1

Unit Information

1. Information about the unit

Welcome to BUS350 Strategic Marketing

1.1 Unit description

This is the final capstone unit which forms part of a marketing major degree. It provides

a comprehensive and practical understanding of the strategic marketing management

process in a competitive environment. A central focus is the preparation of a strategic

marketing plan for a specific product or service. The unit develops the generic skills of

strategic thinking, planning, design, formulation, implementation and communication. It

provides a succinct review of key issues in strategic marketing research and the current

state of the marketing industry.

1.2 Prerequisites

BUS273/BUS299 Consumer Behaviour; BUS235/BUS210 Marketing Research and

Analysis or MCC213 Communication Research (for Digital Marketing students)

1.3 Aims of the unit

The broad aims of the unit are to apply and critically use the tools in strategic marketing

in the context of contemporary business practice.

1.4 Learning outcomes for the unit

On successful completion of the unit you should be able to:

1. Identify and define the marketing problems in a range of business situations.

2. Develop and evaluate a range of strategic options.

3. Recommend the most appropriate strategy option for each situation.

4. Write and present a formal strategic marketing plan for a business.

1.5 Graduate attributes developed in the unit

This unit will contribute to the development of the following graduate attributes. Refer:

http://our.murdoch.edu.au/Educational-Development/Preparing-to-

teach/Graduate-attributes/

1. Communication

2. Critical and creative thinking

3. Social interaction

4. Independent and lifelong learning

Murdoch University – Strategic Marketing BUS350 – TMA 2019 2

5. Ethics

6. Social justice

7. Global perspectives

8. Interdisciplinary

9. In-depth professional knowledge

1.6 What you need to know

Further general information can be found at:

http://our.murdoch.edu.au/Educational-technologies/What-you-need-to-know/

The information includes:

 Links to the Assessment Policy

 A description of Academic Integrity

 Links to information about:

examinations; non-discriminatory language; student appeals; student

complaints; conscientious objection and assessment policy

 Determination of grades from components/marks

 Information for equity students

2. Contact details

2.1 Unit Coordinator’s contact details

Name: Natasha Benson

Email: [email protected]

2.2 Unit Manager’s contact details

Name: Dr Carol Osborne

Email: [email protected]

2.3 Local Affiliate contact details

Local affiliate details to be advised by Kaplan PM team

2.4 Administrative contact details

In the event that your Lecturer cannot be contacted, please direct queries to the

Administration Office as advised

Email: [email protected]

Phone: +618 9360 2705

Murdoch University – Strategic Marketing BUS350 – TMA 2019 3

3. How to study this unit

As Strategic Marketing is a capstone unit, it draws together the skills and knowledge

developed in previous marketing studies. You will have the opportunity to demonstrate

your aptitude for the marketing profession by drawing on your knowledge of academic

theory and skills developed in application of marketing practice. Your demonstration of

these attributes will be highly regarded in the assessment of the unit. A self-directed

learning approach is important in achieving the unit learning outcomes and well

developed critical thinking skills and the application of theory and concepts are essential.

In the marketing profession, teamwork is an essential component in developing an

effective marketing plan and your ability to work successfully within a team environment

to complete a strategic marketing plan will demonstrate this skill and be an integral part

of this unit. Collaborative learning is an important element of the total learning process

and provides you with an opportunity to develop the necessary business skills to work in

teams, negotiate outcomes, and manage conflict resolution.

3.1 Contact time

There are 6 x 3.5 hour workshops and 1 x 3 hour revision session, one every second

week throughout the trimester. Students are required to complete reading and activities

before and after each workshop. Each workshop has three interconnected components;

pre-workshop, workshop and post-workshop.

Pre-workshop components may include: video

podcasts, online or text readings, discussion and other

collaborative learning activities

Workshop components may include: a review of the

pre-workshop materials, discussion questions,

summary lecture slides, case studies and other applied

learning activities

Post-workshop components may include:

summarising, collaborating and reflecting on the topic/s

covered and revision quizzes

3.2 Time commitment

As this is a 3 credit point unit, you are expected to spend 150 hours overall working on

this unit.

3.3 Attendance requirements All workshop sessions should be attended. Verbal participation in workshops is required. If students are unable to attend workshops due to unavoidable circumstances and written documentation is provided (e.g. Medical certificate), then written work can be submitted at the following session with the approval of the Lecturer.

Murdoch University – Strategic Marketing BUS350 – TMA 2019 4

3.4 Small group and interactive teaching and learning activities

The attached Policy on Group Projects (Appendix A) outlines the processes for

undertaking group projects. The attached Group Charter/Agreement (Appendix B)

outlines your rights and responsibilities as a group member. Both documents should be

acknowledged and agreed by each group member. To acknowledge your agreement,

each group member must sign the Student Declaration on Group Assessment (available

on the unit website under Help) and hand in the signed document to the Lecturer.

Collaborative group learning is an element of the learning philosophy for this unit and

accordingly requires students to participate in a group project and a group verbal

presentation. All group members should take equal responsibility for the tasks and

assessment outcomes. The collaborative learning process requires you to attend, and

contribute to all group meetings and minutes of these meetings should be recorded as a

series of Group Activity Records (available on the unit website under Help).

4. Resources for the unit

To undertake study in this unit, you will need:

4.1 Essential textbook

Walker O., Mullins J., Mavondo F., Gountas J., Kriz A. and Osborne C. (2015), Marketing Strategy: A Decision- Focused Approach, 3rd ed., McGraw-Hill, Australia,

ISBN: 978 174 3078778

(Please note – previous editions are not suitable as the case studies do not match)

Additional recommended reading:

 Palmatier R. & Sridhar S. (2017) Marketing Strategy, Palgrave UK

 Ferrell O. & Hartline M. (2014), Strategic Marketing Strategy Text and Cases,

6th ed. South-Western Cengage Learning, U.S.

 Cravens D & Piercy N. (2013), Strategic Marketing 10th ed., McGraw-Hill,

Australia

 Jain S., Haley G., Voola R. and Wickham M. (2012), Marketing Planning and

Strategy, Asia-Pacific ed., Cengage, Australia

 Hooley G., Piercy N. & Nicoulaud B. (2012), Marketing Strategy & Competitive

Positioning, 5th ed., Prentice Hall, U.K.

Murdoch University – Strategic Marketing BUS350 – TMA 2019 5

4.2 Newspapers/magazines

The following list of newspapers/magazines is indicative only and students are advised to

read widely and determine what additional materials are needed to satisfactorily complete

all their course work.

• The business sections of local/national newspapers • The Australian • The Financial Review • Economic Review • Harvard Business Review • The Economist

4.3 Peer Reviewed Marketing Journals

You are strongly advised to make use of peer reviewed journal articles in your readings,

to support your understanding of specific chapters and topics. Journals in the fields of

marketing, international business, consumer research, advertising, and marketing

research are recommended. A PowerPoint presentation on how to find academic journals

using the Murdoch Library is available on the unit website.

4.4 Databases

The following databases are useful for searching specific marketing topics and peer

reviewed journal articles and are accessible from the Murdoch University Library

homepage http://library.murdoch.edu.au

• Datanalysis • Academic Onefile • Factiva.com • ProQuest (ABI Inform)

For further on-line reference resources refer to Library Resources for Conducting

Research (available on the unit website). For information on reviewing reference

resources refer to Conducting a Literature Review (available on the unit website).

4.5 Online learning resources

Learning support material can be found on your MyUnits page for this unit, these

materials include:

 Unit Guide

 Lecture Podcasts and videos

 Lecture PowerPoints and PDFs

 Web case study readings

Murdoch University – Strategic Marketing BUS350 – TMA 2019 6

5. Study schedule

SESSION / ASSESSMENT SCHEDULE

Session Topic Required reading Assessment

items due

1

Introduction and objectives

1. Market oriented perspectives

Underling successful corporate, business and marketing strategies Strategic marketing and corporate planning policy context

Walker et al. Ch. 1

2. Corporate strategy decisions

Market implications, scope, objectives, strategic options and resources Strategic business unit (SBU) level decisions and strategies Brand and marketing operations level decisions and strategies

Walker et al. Ch. 2

2

3. Business strategies and their marketing implementations

Focusing on strategic decisions, how businesses compete, and choosing the appropriate business strategy for the business environment

Walker et al. Ch. 3

4 (1). Understanding market opportunities

Assessing market and industry attractiveness The macro market versus the micro market 4 (2). Measuring market opportunities

Forecasting and market knowledge Techniques such as market research and measuring databases

Walker et al. Ch. 4

Walker et al. Ch. 5

3

5. Targeting attractive market segments

Defining market segments for strategic planning, choosing the best segment

Walker et al. Ch. 6 Case study analysis due

6. Differentiation and brand positioning

How do we differentiate and position a product? Why are they both strategically important for marketers?

Walker et al. Ch. 7

4

7. Marketing strategies for new market entries

Marketing strategies and sustaining competitive advantage New product and market development and entry approaches

Walker et al. Ch. 8

8. Strategies for growth markets

Market leader and market follower strategies Defensive, flanking and attack strategies

Walker et al. Ch. 9

Murdoch University – Strategic Marketing BUS350 – TMA 2019 7

5

9. Strategies for mature and declining markets

The transition from growth to maturity Maintaining market share

Walker et al. Ch. 10 Group Project due

10. Marketing strategies for the digital economy

Bricks vs clicks market strategies Threats and opportunities for marketers, and decision frameworks for business in the digital economy

Walker et al. Ch. 11

6

11. Organising and planning for effective implementation

Designing administrative relationships for different competitive strategies, organisational structures and marketing plans

Walker et al. Ch. 12

12. Measuring and delivering marketing performance

Designing marketing metrics and strategic monitoring systems

Unit revision

Walker et al. Ch. 13 Verbal / PowerPoint presentations due

7 Revision

*The Unit Coordinator may vary the content and/or sequence of the schedule for the workshops as shown.

Murdoch University – Strategic Marketing BUS350 – TMA 2019 8

WORKSHOP SCHEDULE

Session Topic Submissions / tasks

required during workshop

1

Text case study: Samsung

“Samsung: changing strategies to build a global brand”

Ch. 1, pages 2-4, plus background reading chapter 1 in Walker et al. (2015) Strategic Marketing 3rd ed.

Qu. 1, 2 & 3 on the unit website

Confirmation of group allocations

Confirmation of group meetings

Text case study: AirAsia

“AirAsia’s strategic decisions – short-haul versus long-haul services”

Ch. 2, pages 51-53, plus background reading chapter 2 in Walker et al. (2015) Strategic Marketing 3rd ed.

Qu. 1, 2 & 3 page 52 of the text

2

Web case study: Lego

“Lego rebuilt – brick by brick”

Unit website , plus background reading chapters 1-3 in Walker et al. (2015) Strategic Marketing 3rd ed.

Qu. 1, 2 & 3 on the unit website

Submission of signed Student Declaration regarding groups

Web case study: Antz inya Pants Coffee vs. Starbucks (part 1)

“Cold Brewed Coffee from the Antz Nest” plus

“How the local competition defeated a global brand: The case of Starbucks”

Unit website , plus background reading chapters 1-5 in Walker et al. (2015) Strategic Marketing 3rd ed.

Sales Forecast in Excel (part 2)

Instructions on the unit website

Qu. 1 & 2 on the unit website

Prepare a sales forecast in the Excel template provided

3

Web case study: Kill_Kapture

“Tough Luxury”

Unit website, plus background reading chapter 6 in Walker et al. (2015) Strategic Marketing 3rd ed.

Qu. 1, 2 & 3 on the unit website

Case study analysis for submission due

Text case study: Subway

“Fast food turns healthy”

Ch. 7, pages 171-172, plus background reading chapter 7 in Walker et al. (2015) Strategic Marketing 3rd ed.

Qu. 1, 2 & 3 on the unit website

4

Web case study: Pet Rock & Tamagotchi

“Pet Rock and Tamagotchi”

“Marketing Case Study: The Tamagotchi (1996)”

“End of a ‘70s legend as Pet Rock ad-man dies”

Unit website , plus background reading chapter 8 in Walker et al. (2015) Strategic Marketing 3rd ed.

Qu. 1, 2 & 3 on the unit website

Allocation of group presentation times

Murdoch University – Strategic Marketing BUS350 – TMA 2019 9

Text case study: Singapore

“Singapore taps growth market in Australia”

Ch. 9, pages 256-259, plus background reading chapter 9 in Walker et al. (2015) Strategic Marketing 3rd ed.

Qu. 3, 4 & 5 page 258 of the text

5 Web case study: Zara

“Fast Fashion” and “Zara: fast fashions really fast”

Unit website , plus background reading chapters 9 - 10 in Walker et al. (2015) Strategic Marketing 3rd ed.

Qu. 1, 2 & 3 on the unit website

Group Project due

Web case study: Audi A1

“Audi utilises social media”

Unit website, plus background reading chapter 11 in Walker et al. (2015) Strategic Marketing 3rd ed.

Qu. 2, 3 & 4 at the end of the case study on the unit website

6 Text case study: Nokia

“Reorganising to accommodate changing markets and technology”

Ch. 12 pages 336-338, plus background reading chapters 11-12 in Walker et al. (2015) Strategic Marketing 3rd ed.

Qu. 1, 2 & 3 on the unit website

Verbal / PowerPoint presentations due

Text case study: Walmart

“Metrics pay for Walmart”

Ch. 13 pages 364-365, plus background reading chapter 13 in Walker et al. (2015) Strategic Marketing 3rd ed.

Qu. 1 on the unit website

7 Revision

*The Unit Coordinator may vary the content and/or sequence of the schedule for the workshops as shown.

Murdoch University – Strategic Marketing BUS350 – TMA 2019 10

6. Assessment

Assessment for this unit is conducted in accordance with the Assessment Policy.

http://www.murdoch.edu.au/index/policies/index?Filter=assessment

6.1 Schedule of assessment items You will be assessed on the basis of the following:

Assessment item

Description Aligned

Learning

Outcomes

Value Due

Case study analysis Individual written analysis of a case study

1 & 3 30% Beginning of

Session 3

Strategic Marketing Plan

Group Project - Strategic Marketing Plan for a business presented in report format

2 & 4 20% Beginning of

Session 5

Verbal / PowerPoint Presentation

Professional group presentation of the Strategic Marketing Plan

3 & 4 10% Session 6

Examination Two hour closed book final exam 1, 2 & 3 40%

During examination

week

6.2 Assignment submission

 It is the responsibility of students to keep a copy of all assignments handed in for assessment and to ensure that group assignments have been submitted on their behalf

 Once assignments have been submitted they cannot be re-submitted for re-assessing

 The Unit Coordinator will use software called Urkund when viewing work that you submit. Urkund is a pattern-matching system designed to compare work submitted by students with other sources from the Internet, journals/periodicals and previous submissions. Its primary purpose is to detect any submitted work that is not original and provide a thorough comparison between the submitted document and the original sources

 More information about how to avoid plagiarism is contained within the Murdoch Academic Passport (MAP) unit:

https://moodleprod.murdoch.edu.au/course/view.php?id=2684 .

 University policies on academic integrity can be accessed here: http://our.murdoch.edu.au/Educational-technologies/What-you-need-to-know/

6.3 Assessment deadlines

 Students can apply for extensions to the submission deadlines due to unavoidable circumstances where written documentation is provided (e.g. medical certificate). Applications for extensions must be submitted before the due date. The Lecturer should be notified and the assignment can only be submitted after the submission time and date, provided the student has written acknowledgement from the Lecturer with an agreed time and date for the late submission.

Murdoch University – Strategic Marketing BUS350 – TMA 2019 11

6.4 Assessment details

6.4.1. Case study analysis (30%)

 The use of case studies has been incorporated throughout the unit to provide a range of ‘real world’ business examples. They introduce a selection of business case studies which include product successes and failures. Some also demonstrate how businesses have tackled challenges and as a result regained market dominance. Your recognition of the issues faced in the marketing environment is required. Informed discussion with relevance to previous and current marketing studies is also required in response to the questions posed by the case studies.

 You are required to provide a written analysis of one case study – Kill_Kapture (under session 5 on the unit website). The answers to the case study analysis are to be typed (single line spacing), minimum of 1,000 words plus any appendices and a reference list. Provide answers to the following:

1. Identify the demographic characteristics of the target market for Kill_Kapture.

2. In psychographic segmentation of the target market for the Kill_Kapture

brand, how does the concept of self-orientation apply?

3. What type of targeting strategy is Kill_Kapture using?

 The written answers should be used to contribute to the class discussion of the topic. Wider reading is encouraged and referencing to academic journals should be used where appropriate.

 Refer to the case study analysis marking guide (below) for detailed marking criteria.

 The assignment is to be submitted together with an Urkund similarity report via the unit website link before the beginning of workshop Session 3.

 A penalty of 10% per day (to a total of 30% which is the total allocated for the assessment) will be applied for late submissions.

Case study analysis marking guide

The assessment will be marked according to the following criteria:

Objective/Criteria Pass Credit Distinction High

Distinction

Total

30%

3 questions answered in sufficient depth minimum 1,000 words, with well informed, logical discussion

5 6 7 8 10

Understanding of academic theory - analysis of relevant theories with application to the case study

3 3.6 4.2 4.8 6

Understanding of broader concepts - additional research demonstrated with discussion from a broader perspective which provides support to the analysis

3 3.6 4.2 4.8 6

Murdoch University – Strategic Marketing BUS350 – TMA 2019 12

Academic research - 4 peer reviewed academic journal articles correctly cited and referenced and with relevance to the discussion

2 2.4 2.8 3.2 4

Quality of writing - clarity in writing, concise, avoiding grammatical and spelling errors

1 1.2 1.4 1.6 2

Overall report presentation – correct referencing, appropriate appendices and correct formatting. Urkund report provided.

1 1.2 1.4 1.6 2

6.4.2. Group Project - Strategic Marketing Plan (20%)

 The group project is designed to develop your knowledge and practical skills in creating a written Strategic Marketing Plan. It is expected that each group member will make an equal contribution to the project.

 Group size is ideally 4 students.

 Students are expected to carry out thorough research which will find a market niche for a product (good or service). Research will include an analysis of competitors, the target market and external macro environmental factors. Strategic objectives will be developed which link to a marketing position and value proposition. The task is as follows:

Situation: Your group is working as the Marketing Department for a company producing either goods or services.

The Task: Your responsibility is to produce a Strategic Marketing Plan for a nominated product and present this as a business report.

Timing: The Strategic Marketing Plan is to be undertaken within 12 months.

Budget: You are required to nominate realistic budgets for each item of the recommended marketing strategy. All budgeted expenditure needs to be cost effective, justified and relevant. The budget items will vary depending on the product and the recommended strategy. The Product: Your group can select a product (either a good or service) and confirm the selection with your Lecturer. The product can be for a business which already exists or you can develop an entirely new product. If using a product which already exists, none of the existing marketing strategy is to be used in your project.

Limitations: The project should be kept within a realistic budget and be directed to a clearly defined target market (of your choice).

Creativity: The sky’s the limit. You are at liberty to develop brands, logos, packaging, product ranges, service strategies, sales launches, pricing strategy, distribution networks, mass media strategy and communication, social media strategy and communication and creative concepts.

Research: To do a good Strategic Marketing Plan, you need to carry out appropriate research. You are to allocate a research budget within the 12 month development period however, as a student group; you will need to conduct research to assess the validity of your proposed plan. You will need to carry out your own research for your product as well as using existing data where available

Murdoch University – Strategic Marketing BUS350 – TMA 2019 13

in order to come up with reliable data and valid solutions for the strategic focus. Evidence of your research should be presented in the report.

Assumptions: You can make any reasonable assumptions regarding the size of the business, its operations, financial backing, production facilities and existing products.

Written presentation: Your Strategic Marketing Plan needs to be; clearly written, well structured, up to date, well researched, commercially viable and market focused. It should be presented as a professional business document.

Format: The Strategic Marketing Plan is to follow the sections as detailed on pages 25 - 27 of the text (Walker et. al. 2015). Marking will follow the sections as detailed in the marking guide. It is to be presented as a formal business report.

Length: Minimum 10 typed pages (excluding the report cover page) plus appendices and other references, 12 point type, single line spacing. Exceeding 10 typed pages will not be penalized however, the report should be concise and excessive information downloaded from the Internet is not recommended.

 Important Note: The Strategic Marketing Plan should not include any material developed or written for any previous units or projects studied at Murdoch University or elsewhere. The project must be original work and backed with appropriate theory and concepts. Any assumptions made throughout the plan must be clearly justified with proper references.

 Refer to the following for referencing:

http://our.murdoch.edu.au/Student-life/Study-successfully/Referencing-and-citing/

 Group Activity Records (example on the unit website under Help) should be completed for each group meeting and signed copies attached to the final submission of the group project

 Refer to the group project marking guide (below) for detailed marking criteria.

 The assignment is to be submitted together with an Urkund similarity report via the unit website link before the beginning of workshop Session 5.

 The submission should include the report with appendices and Group Activity Records.

 A penalty of 10% per day (to a total of 20% which is the total allocated for the assessment) will be applied for late submissions.

Group Project - Strategic Marketing Plan marking guide

The assessment will be marked according to the following criteria:

Objective/Criteria Pass Credit Distinction High

Distinction

Total

20%

Executive Summary – summarises content including the report findings in a meaningfully and succinct manner

.25 .3 .35 .4 .5

Murdoch University – Strategic Marketing BUS350 – TMA 2019 14

The product / business – identifies the mission and clearly emphasises appropriate points of SMART objectives, viable value proposition or positioning statement provided – should be clearly outlined, articulate and demonstrating thorough understanding

1.5 1.8 2.1 2.4 3

Market analysis –well researched identification of the target market, identify the size and potential of the market, identify the unmet needs of the target market, macro trend categories, wants and needs the product serves – should be well defined, analysed and explained

3 3.6 4.2 4.8 6

Competitor assessment – well researched assessment of the competitive environment including the industry’s five competitive forces, critical success factors, direct and indirect competitors and possible impact of your marketing strategy

1 1.2 1.4 1.6 2

Marketing strategy – statement of the overall marketing strategy, thorough discussion of the marketing mix elements and how these will be tailored to your marketing objectives and the service organization

2.5 3 3.5 4 5

Marketing expenditure budget – provide a spread sheet of the recommended marketing expenditure budget and activities for 1 year – should show good managerial judgement and accurate cost estimates not guesses

.5 .6 .7 .8 1

Implementation and control plan – provide a 12 month timeline (Gantt chart) for marketing functions from the implementation of the plan – should be realistically planned and task orientated

.25 .3 .35 .4 .5

Contingency plan – identify possible problems and action to be taken if problems arise

.25 .3 .35 .4 .5

Overall report presentation – correct formatting, appropriate appendices for supplementary graphics and tables and correct referencing. Urkund report provided

.25 .3 .35 .4 .5

Quality of writing - clarity in writing, concise, avoiding grammatical and spelling errors

.25 .3 .35 .4 .5

Group activity records – copies of all group activity records attached which reflect group meetings and activities

.25 .3 .35 .4 .5

Murdoch University – Strategic Marketing BUS350 – TMA 2019 15

6.4.3. Group Verbal / PowerPoint Presentation (10%)

 A summary of the Group Project: Strategic Marketing Plan is to be presented as a verbal presentation together with a PowerPoint slide presentation during workshop Session 6

 The presentation is to take no longer than 15 minutes and students are to use their own laptop or USB drive for the presentation

 Only the key points are to be covered to keep within the allocated time

 Group members are to be appropriately dressed for a business presentation

 All group members are to contribute to the verbal presentation

 The PowerPoint presentation should include a theme, appropriate tables or graphs, key figures, key points and timelines

 A penalty of 10% (the total mark allocated for the assessment) will apply if a group does not present their verbal presentation on the specified date and time

 Non-attendance by an individual group member will result in a penalty of 5% (the amount allocated for the verbal part of the assessment) for the individual student. The remaining 5% for the group production of the PowerPoint slides will still be available for assessment provided the student contributed to the work

 All other students are to attend the presentations. At the conclusion of the presentation, they are to make relevant suggestions and pose appropriate questions to the presenting group.

Verbal / PowerPoint Presentation marking guide The assessment will be marked according to the following criteria:

Objective/Criteria Pass Credit Distinction High

Distinction

Total

10%

Verbal presentation – each group member presents in a logical and effective manner, appropriately dressed, easily understood and appropriate to the slide presentation, group members are all well informed and can knowledgeably respond to questions, business like presentation, presented within the allocated time

2.5 3 3.5 4 5

PowerPoint presentation – slides follow a theme and present the material in a clear and easily understood manner, sufficient amount of information provided, appropriate type size, appropriate use of graphics and colour

2.5 3 3.5 4 5

6.4.4. Examination (40%)

 The final examination will be held during the examination week. It is the responsibility of each individual student to check the examination date and time prior to the examination. Students should bring their student card identification to the exam.

 The final exam may assess material from all 12 topics, chapters 1-13 of the text (Walker et al. 2015), the workshop case study readings and any additional case

Murdoch University – Strategic Marketing BUS350 – TMA 2019 16

study readings. It is designed to assess your knowledge, understanding and application of all key topics covered in the unit

 The format will be 40 multiple choice questions and 4 short answer questions

 Duration 2 hours (10 min reading)

 Closed book, no notes or any other materials are allowed in the exam

Examination marking guide

Objective/Criteria Pass Credit Distinction High

Distinction

Total

40%

40 multiple choice questions chapters 1-13 and all workshop sessions

10 12 14 16 20

4 short answer questions each worth 5% chapters 1-13 and all workshop sessions

10 12 14 16 20

*The Unit Coordinator may vary the format of the examination and components of the assessments

6.5 Determination of the final grade

 The final mark is an aggregate of all the assignments and the exam mark.

Therefore, students need to achieve a satisfactory performance overall, which is (≥

50%) in all the assessable components to pass this Unit.

The marks are determined by the Murdoch University policy as follows:

http://www.murdoch.edu.au/index/policies/index?Filter=assessment

See Section 11 of the Assessment Policy regarding grades

Notation Grade Percentage Range

HD High Distinction 80 – 100

D Distinction 70 – 79

C Credit 60 – 69

P Pass 50 – 59

N Fail Below 50

DNS Fail Fail, the student failed to participate in

assessment components that had a combined

weighting of 50% or more of the final mark.

SA Supplementary Assignment 40 – 49*

SX Supplementary Exam 40 – 49*

*The award of the grade of SA or SX shall be at the discretion of the Unit Coordinator except where clause 11.8 applies.

6.6 Marking schedule and timing of feedback

Two weeks is normally allowed to mark and return assignments and for publishing of

results. Discussions on marking will only be possible within 10 days of the return of a

marked assignment and requests must be sent via email to the Lecturer.

Murdoch University – Strategic Marketing BUS350 – TMA 2019 17

Learning Guide

1. Introductory information

BUS350 Strategic Marketing is a ‘capstone’ unit which forms part of a Marketing major.

The term ‘capstone’ is widely used to describe a course or experience that provides

opportunities for a student to apply the knowledge gained throughout their undergraduate

degree. This involves integrating graduate capabilities and employability skills, and

occurs usually in the final year of an undergraduate degree. (Holdsworth et al. 2009)1

In essence, a capstone subject gives students the opportunity to:

 Integrate the knowledge they have gained and to see how it all fits together.

 Consolidate the key skills they will require in their professional lives, including:

- The ability to collaborate and work effectively in a team

- The capacity to communicate effectively and

- The ability to think critically and to reconcile theory with practice

 Apply their knowledge in exploring an issue or solving an authentic problem, in a way that simulates professional practice.

 Reflect on and evaluate their actions and experiences, to equip them to be reflective practitioners and citizens.

 Develop their professional identity and confidence to participate in the workforce. (Bailey et al. 2012)2

This Learning Guide contains information on how to study each topic, including:

 Introductory information

 Learning activities/tasks

 Resources required for the topic

 How the topic contributes to the unit’s learning outcomes

1.1 Key concepts

 Prior to study of this unit, students should be familiar with the key concepts and

theories relevant to:

o The marketing process

o The marketing mix

o Marketing communication

o Product development

o Marketing research

o Consumer behaviour

1 Holdsworth A., Watty K. and Davies M. (2009) Developing capstone experiences. Melbourne: Centre for the Study of Higher

Education, University of Melbourne

2 Bailey J, van Acker E. and Fyffe J. (2012) Capstone Subjects – A good practice guide, Griffith University, Brisbane

Murdoch University – Strategic Marketing BUS350 – TMA 2019 18

2. Unit delivery and organisation

2.1 Teaching and study program

 The Session/Assessment Schedule together with the Workshop Schedule forms

the basis of the teaching and study program for this unit.

 The Unit Coordinator may vary the content and/or sequence of the schedule for the

workshops and assessments as shown.

2.2 Workshop sessions

 The main unit concepts, theories, models and material are presented in a series of

Podcasts and lecture slides on the unit website, and 6 workshops. Each session

will cover a broad overview of the key concepts relating to the topics.

 The session topics are based on the recommended textbook (Walker et al).

Students are advised to read the appropriate chapter/s in advance of the session

in order to achieve a better understanding. The content of the sessions is not

exactly the same as presented in the book chapters and the entire chapter is not

necessarily covered.

 The PowerPoint slides for each session are made available on the unit website.

Students are advised to print out the PowerPoint slides in handout format (3 slides

to a page) and bring them to the workshop sessions to assist with note taking.

 The purpose of the workshop is for you to prepare a formal response to the case

study exercises, ask questions, and to contribute to the discussions. Active and

informed participation in discussions should be based on your research.

 The Workshop Schedule details the activities scheduled for each session and is

covered in more detail in the following topic outlines.

Murdoch University – Strategic Marketing BUS350 – TMA 2019 19

Session 1

Topic 1: Market oriented perspectives

Introduction

Introduction and objectives

Underling successful corporate, business and marketing strategies Strategic marketing and corporate planning policy context

What you need to do

Read chapter 1 in Walker et al. (2015) Strategic Marketing 3nd Ed.

View the Podcast Session 1 on the unit website

Complete the pre-workshop case study exercise

Learning outcomes 1. Identify the three different levels of strategy

2. Describe marketing’s role in formulating and implementing strategies

3. Explain how to formulate and implement marketing strategies

4. Describe the marketing plan

Key concepts 1. Strategy is at corporate, business and functional levels

2. Marketing managers are responsible for developing strategic plans for their own

product-market entries and are primary participants/contributors to the planning

process at the business and corporate levels

3. Planning and executing a marketing strategy involves interrelated decisions about

what to do, when to do it and how 4. There are three major parts to a marketing plan

Resources for this topic To undertake study for this topic, you will need:

Essential textbook

Walker O., Mullins J., Mavondo F., Gountas J., Kriz A. and Osborne C. (2015), Marketing Strategy: A Decision-Focused Approach, 3rd ed., McGraw-Hill, Australia

Audio visual media

The following material is available on the unit website:

 Podcast session 1

 Lecture slides session 1

Learning activities/tasks Prior to the workshop you need to complete the case study exercise as detailed on the unit

website:

Text case study Samsung

Read the text case study: Samsung: Changing strategies to build a global brand on pages 2-4 of the text.

Murdoch University – Strategic Marketing BUS350 – TMA 2019 20

View the video on the unit website: Unpacking Samsung (1min 30sec)

Provide written answers to the following questions and be prepared to discuss your answers during the workshop.

The answer should be no more than 1 page in total and key bullet points are acceptable.

1. Which levels of strategy did Samsung change in order to re-position its business?

2. What were the key points in the re-positioning of Samsung?

3. What message is the ‘Unpacking Samsung’ video conveying about the brand?

Revision quiz: Following the workshop it is recommended that you complete the revision

quiz on the unit website

Topic 2: Corporate strategy decisions

Introduction

Market implications, scope, objectives, strategic options and resources Strategic business unit (SBU) level decisions and strategies Brand and marketing operations level decisions and strategies

What you need to do

Read chapter 2 in Walker et al. (2015) Strategic Marketing 3nd Ed.

View the Podcast Session 2 on the unit website

Complete the pre-workshop case study exercise

Learning outcomes 1. Understand corporate scope and define the business’s mission

2. Understand how corporate objectives are set

3. Understand ways of gaining a competitive advantage

4. Identify corporate growth strategies

5. Understand how corporate resources are allocated

6. Identify the sources of synergy

Key concepts 1. A clearly-defined corporate mission statement defines its business, customers, values

and its vision

2. Corporate objectives guide decisions and serve as performance benchmarks over a

certain time frame

3. A corporation’s competitive advantage is built around its marketing-related resources

and competencies, such as its information systems, market research, customer

relationships and supplier/distributor alliances

4. A business can grow in two directions: expansion of its current businesses and

activities or diversification into new businesses

5. There are two sets of analytical tools to help decide on allocating financial and human

resources across businesses and product markets: portfolio models and value-based

planning

6. Corporate synergy could be knowledge-based and through sharing of operational

resources, facilities and functions across business units

Murdoch University – Strategic Marketing BUS350 – TMA 2019 21

Resources for this topic To undertake study for this topic, you will need:

Essential textbook

Walker O., Mullins J., Mavondo F., Gountas J., Kriz A. and Osborne C. (2015), Marketing Strategy: A Decision-Focused Approach, 3rd ed., McGraw-Hill, Australia

Audio visual media

The following material is available on the unit website:

 Podcast session 2

 Lecture slides session 2

Learning activities/tasks Prior to the workshop you need to complete the case study exercise as detailed on the unit

website:

Text case study AirAsia

Read the text case study: AirAsia’s Strategic Decisions – Short-haul versus long- haul services on pages 51-53 of the text.

Provide written answers to questions 1-3 on page 52 of the text and be prepared to discuss your answers during the workshop.

The answer should be no more than 1 page in total and key bullet points are acceptable.

1. Look up the electronic information available on the AirAsia website about its operations and history and identify the critical success factors that contributed to the success of AirAsia. http://www.airasia.com/au/en/home.page?gclid=CJTR2-Ug80CFQwjvQodRVsA8g

2. Discuss the relevance of AirAsia’s strategic decisions in offering short-haul services.

3. Discuss the relevance of AirAsia X’s strategic decisions in offering long-haul service.

Read the story: AirAsia crash: Captain left seat before plane lost control, sources say at: http://www.news.com.au/travel/travel-updates/incidents/airasia-crash-captain- left-seat-before-plane-lost-control-sources-say/news- story/34a9f00b909e80c5be409f5758302e13

Be prepared to discuss the news story at the workshop.

Revision quiz: Following the workshop it is recommended that you complete the revision

quiz on the unit website

Murdoch University – Strategic Marketing BUS350 – TMA 2019 22

Session 2

Topic 3: Business strategies and their marketing implementations

Introduction Focusing on strategic decisions, how businesses compete, and choosing the appropriate business strategy for the business environment

What you need to do

Read chapter 3 in Walker et al. (2015) Strategic Marketing 3nd Ed.

View the Podcast Session 3 on the unit website

Complete the pre-workshop case study exercise

Learning outcomes 1. Understand the strategic decisions at business-unit level

2. Compare and contrast Porter’s competitive strategies

3. Compare and contrast Miles and Snow’s business strategies

4. Understand how competitive strategies differ from one another

5. Appreciate the importance of the fit between business strategies and the environment

6. Understand how different strategies influence marketing decisions

7. Discuss what happens if the best marketing program for a product does not fit the

business’s competitive strategy

Key concepts 1. Strategic decisions at business-unit level include how to divide into SBUs, how to

break down overall corporate-driven SBU objectives into product-market entry sub

objectives and how to allocate resources across various product-market entries. 2. Michael Porter suggests three business-level strategies to gain/maintain competitive

advantage in various product markets: overall cost leadership, differentiation and focus on market niches.

3. Miles and Snow classify four strategic types of prospectors, defenders, analysers and

reactors.

4. A business strategy is influenced by environmental conditions such as industry and

market, technology, competition and business strength.

5. The SBU’s strategy influences the amount of resources committed to marketing and

ultimately the budget available.

6. Changes to marketing program or SBU may be required when a product target market

becomes more mature and when newly emerging technology calls for an innovative

redesign of a mature product category.

Resources for this topic To undertake study for this topic, you will need:

Essential textbook

Walker O., Mullins J., Mavondo F., Gountas J., Kriz A. and Osborne C. (2015), Marketing Strategy: A Decision-Focused Approach, 3rd ed., McGraw-Hill, Australia

Audio visual media

Murdoch University – Strategic Marketing BUS350 – TMA 2019 23

The following material is available on the unit website:

 Podcast session 3

 Lecture slides session 3

Learning activities/tasks Prior to the workshop you need to complete the case study exercise as detailed on the unit

website:

Web case study Lego

Read the newspaper article on the unit website: Lego rebuilt – brick by brick by Anderson E. in The West Australian, December 26, 2014

Visit the Lego corporate website: http://www.lego.com/en-us/aboutus/lego-group

Visit the US website for Lego: http://www.lego.com/en-us

Provide written answers to the following questions and be prepared to discuss your answers during the workshop.

The answer should be no more than 1 page in total and key bullet points are acceptable.

1. How did Lego change its business strategy in the mid 2000’s to bring the company back from the brink of collapse?

2. In viewing the US website for Lego, how is the company currently engaging with consumers? Is this a departure from their change of strategy in the mid 2000’s?

3. Write a short summary of one academic journal article of your choice which relates to Lego. Provide the reference details.

Revision quiz: Following the workshop it is recommended that you complete the revision

quiz on the unit website

Topic 4: Understanding market opportunities (part 1)

Measuring market opportunities (part 2)

Introduction Assessing market and industry attractiveness The macro market versus the micro market Forecasting and market knowledge Techniques such as market research and measuring databases

What you need to do

Read chapter 4 and 5 in Walker et al. (2015) Strategic Marketing 3rd Ed.

View the Podcasts Session 4 (part 1) and (part 2) on the unit website

Complete the pre-workshop case study exercise (part 1) and complete the sales forecast exercise on the unit website (part 2)

Learning outcomes (part 1) 1. Understand the difference between an industry and a market

Murdoch University – Strategic Marketing BUS350 – TMA 2019 24

2. Assess the attractiveness of a market from a macro-level

3. Assess the attractiveness of an industry using the value chain and competitive forces

models

4. Identify challenges relating to macro-level analysis of the market and industry

5. Develop an understanding of markets and industries at the micro level

Key concepts (part 1) 1. Markets comprise customers; industries comprise producers and sellers.

2. Market attractiveness is influenced by the macro environment, which can be divided

into six major components—population/demographic, sociocultural, economic,

political/legal, technological and ecological/natural.

3. Porter’s five competitive forces collectively determine an industry’s long-term

attractiveness:

4. Markets can be measured in various ways: in numbers of qualified potential

customers, in units consumed of a class of goods or services, or in terms of value

and aggregate spending on a class of goods or services.

5. Micro level domains to assess for opportunities include target segment benefits and

attractiveness (Domain 3); sustainable advantage within an industry (Domain 4);

mission, aspirations and propensity for risk (Domain 5); ability to execute critical

success factors (Domain 6); and connections within the value chain (Domain 7).

Learning outcomes (part 2) 1. Understand the six main methods used to prepare a forecast

2. Identify the rate of diffusion of innovations as another perspective on forecasting

3. Appreciate the importance of market intelligence and knowledge systems in gaining a

competitive advantage

4. Identify different types of marketing intelligence and knowledge systems

Key concepts (part 2) 1. Evidence-based forecasting looks at the size of the potential market and the current

market through bottom-up and top-down approaches.

2. The diffusion theory covers the adoption process, the adoption rate and the adopter

categories

3. Market knowledge/intelligence based on relevant, reliable and timely data will guide

marketing decisions on products, new markets, target segments, pricing, distribution

and advertising/promotion.

4. There are four commonly used market knowledge systems on which businesses rely

to keep pace with daily developments.

5. There are six steps in the marketing research process.

Resources for this topic To undertake study for this topic, you will need:

Essential textbook

Walker O., Mullins J., Mavondo F., Gountas J., Kriz A. and Osborne C. (2015), Marketing Strategy: A Decision-Focused Approach, 3rd ed., McGraw-Hill, Australia

Audio visual media

The following material is available on the unit website:

 Podcast session 4 (1) and 4 (2)

 Lecture slides session 4 (1) and 4 (2)

Murdoch University – Strategic Marketing BUS350 – TMA 2019 25

Learning activities/tasks (part 1) Prior to the workshop you need to complete the case study exercise as detailed on the unit

website:

Web case study Antz inya Pants vs. Starbucks

Read the case study on the unit website: Cold Brewed Coffee from the Antz Nest by

Osborne D. & Osborne C. (2014), in Marketing, 3rd ed., by Elliott G., Rundle-Thiele S. &

Waller D., Wiley & Sons, Queensland

Visit the Antz inya Pants Coffee website: http://www.antzinyapantz.com/

Read the journal article on the unit website: How the local competition defeated a global brand: The case of Starbucks by Patterson P., Scott J. & Uncles M. (2010), Australasian Marketing Journal, 18, pages 41-47

Provide written answers to the following questions and be prepared to discuss your answers during the workshop.

The answer should be no more than 1 page in total and key bullet points are acceptable.

1. In assessing market demand at the micro level, how did Antz inya Pantz succeed in targeting segment benefits and attractiveness?

2. In which areas of Porter’s five competitive forces were Starbucks defeated in the Australian market?

Learning activities/tasks (part 2)

Work through the Excel templates and instructions provided on the unit website for Sales Forecasts and Profit and Loss.

Prepare a sales forecast (only) for a business using the Excel template provided. Print out the forecast and bring to the workshop and be prepared to discuss your rationale for the forecast.

 The forecast will be based on a new business starting in July 2017.

 The product is an exclusive chocolate brand and the key selling periods are anticipated to coincide with festive and gift giving occasions.

 The business has five specific ranges of chocolates.

 You can launch the business in a country of your choice

 Total sales for the 2017/18 financial year are anticipated at 5,000,000 units.

 You can make any other assumptions that are appropriate

Revision quiz: Following the workshop it is recommended that you complete the revision

quiz on the unit website

Murdoch University – Strategic Marketing BUS350 – TMA 2019 26

Session 3

Topic 5: Targeting attractive market segments

Introduction Defining market segments for strategic planning, choosing the best segment

What you need to do

Read chapter 6 in Walker et al. (2015) Strategic Marketing 3rd Ed.

View the Podcasts Session 5 on the unit website

Complete the pre-workshop case study exercise

Learning outcomes 1. Define marketing segmentation, targeting and positioning

2. Identify the four major categories of market segmentation

3. Determine how to choose attractive market segments

4. Identify different targeting strategies

5. Understand the importance of global market segmentation

Key concepts 1. Three decision processes—market segmentation, target marketing and market

positioning—are closely linked and strongly interdependent.

2. There are three important steps in the market segmentation process: identify a

homogeneous segment that differs from other segments; specify criteria that define

the segment; and determine segment size and potential.

3. Three common targeting strategies are niche-market, mass-market and growth-

market strategies.

4. Companies expand internationally to defend home position against global competitors

and service customers who are also engaging in global expansion.

Resources for this topic To undertake study for this topic, you will need:

Essential textbook

Walker O., Mullins J., Mavondo F., Gountas J., Kriz A. and Osborne C. (2015), Marketing Strategy: A Decision-Focused Approach, 3rd ed., McGraw-Hill, Australia

Audio visual media

The following material is available on the unit website:

 Podcast session 5

 Lecture slides session 5

Learning activities/tasks Prior to the workshop you need to complete the case study exercise as detailed on the unit

website:

Web case study Kill-Kapture

Murdoch University – Strategic Marketing BUS350 – TMA 2019 27

Read the case study on the unit website: Tough Luxury by C. Osborne and D. Osborne

(2018) in Marketing 2nd ed., Grewal D., Levy M., Mathews S., Harrigan P. & Bucic T.,

McGraw Hill NSW

Provide written answers to the following questions:

1. Identify the demographic characteristics of the target market for Kill_Kapture. 2. In psychographic segmentation of the target market for the Kill_Kapture brand,

how does the concept of self-orientation apply? 3. What type of targeting strategy is Kill_Kapture using?

Note: This case study analysis is for submission as an assessment.

Refer to the Unit Guide for details of the assessment criteria.

Revision quiz: Following the workshop it is recommended that you complete the revision

quiz on the unit website

Topic 6: Differentiation and brand positioning

Introduction How do we differentiate and position a product? Why are they both strategically important for marketers?

What you need to do

Read chapter 7 in Walker et al. (2015) Strategic Marketing 3rd Ed.

View the Podcasts Session 6 on the unit website

Complete the pre-workshop case study exercise

Learning outcomes 1. Understand the concepts of positioning and differentiation

2. Identify generic competitive strategies

3. Appreciate the difference between physical and perceptual positioning

4. Identify the seven steps used in the positioning process

5. Define a unique value proposition

6. Understand the outcome of effective positioning

Key concepts 1. Consumers choose a brand because it is different from other brands.

2. Product attributes or price competitiveness can be used to position a brand into

consumers’ purchasing choice.

3. While a physical positioning is useful, customers’ attitudes toward a product are often

based on social or psychological attributes.

4. There are seven steps to the brand positioning process.

Murdoch University – Strategic Marketing BUS350 – TMA 2019 28

5. A positioning statement is a succinct statement that identifies the target market for

which the product is intended and the product category in which it competes, and

states the unique benefit the product offers.

6. Brand equity reflects how consumers feel, think and act towards the brand.

Resources for this topic To undertake study for this topic, you will need:

Essential textbook

Walker O., Mullins J., Mavondo F., Gountas J., Kriz A. and Osborne C. (2015), Marketing Strategy: A Decision-Focused Approach, 3rd ed., McGraw-Hill, Australia

Audio visual media

The following material is available on the unit website:

 Podcast session 6

 Lecture slides session 6

Learning activities/tasks Prior to the workshop you need to complete the case study exercise as detailed on the unit

website:

Text case study Subway

Read the text case study: Subway: Fast food turns healthy on pages 171-172 of the text.

Provide written answers to the following questions and be prepared to discuss your answers during the workshop. The answer should be no more than 1 page in total and key bullet points are acceptable.

1. How has Subway changed the fast food market? 2. Draw a perceptual map for the key businesses in the fast food market. Use the

axis points,’ value of money’ and ’healthy’ as consumers’ preferred combination of attributes.

3. Conduct research using the Internet and find an estimate of the value of the

Subway brand. Provide the reference details.

Revision quiz: Following the workshop it is recommended that you complete the revision

quiz on the unit website

Murdoch University – Strategic Marketing BUS350 – TMA 2019 29

Session 4

Topic 7: Marketing strategies for new market entries

Introduction Marketing strategies and sustaining competitive advantage New product and market development and entry approaches

What you need to do

Read chapter 8 in Walker et al. (2015) Strategic Marketing 3rd Ed.

View the Podcasts Session 7 on the unit website

Complete the pre-workshop case study exercise

Learning outcomes 1. Explain marketing strategies for start-ups and gazelles

2. Understand marketing strategies, marketing mix implications, and limitations of the

product life cycle

3. Identify the categories of new market entries

4. Identify objectives for new products and market development

5. Identify market entry strategies

6. Investigate strategic marketing programs for pioneers

7. Understand considerations for global markets

Key concepts 1. Which strategy is best for developing markets/offerings that are new to the target

customers depends on the business’s resources/competencies, the strength of likely

future competitors and the characteristics of the product and its target market.

2. Entrepreneurial start-ups called ‘gazelles’ have become the prototype for turning

around low growth outcomes (compared to ‘mice’, small business operators who are

happy to make a living from generated profits and ‘elephants’, who are defender and

reactor businesses).

3. During the product life cycle (PLC), a product’s sales change over time in a

predictable way and products go through a series of five distinct stages: introduction,

growth, shake-out, maturity and decline.

4. There are six categories of new products based on their degree of newness as

perceived by the company and target customers.

5. Different types of new entries are appropriate for achieving different strategic

objectives.

6. Pioneers take the greatest risks but could be successfully rewarded through the

growth/maturity stages through sources of competitive advantage.

7. A pioneer might choose from one of three different types of marketing strategies.

Resources for this topic To undertake study for this topic, you will need:

Essential textbook

Walker O., Mullins J., Mavondo F., Gountas J., Kriz A. and Osborne C. (2015), Marketing Strategy: A Decision-Focused Approach, 3rd ed., McGraw-Hill, Australia

Murdoch University – Strategic Marketing BUS350 – TMA 2019 30

Audio visual media

The following material is available on the unit website:

 Podcast session 7

 Lecture slides session 7

Learning activities/tasks Prior to the workshop you need to complete the case study exercise as detailed on the unit

website:

Web case study Pet Rock and Tamagotchi

Read the case study readings for web case study: Pet Rock and Tamagotchi which includes two case study readings on the unit website:

1. Osborne C. & Osborne D. (2017) Pet Rock and Tamagotchi in Marketing 2nd ed.

Grewal D., Levy M., Mathews S., Harrigan P. & Bucic T., McGraw Hill NSW

2. Frendo G. (2013) Marketing Case Study: The Tamagotchi (1996),

http://hubpages.com/business/Marketing-Case-Study-The-Tamagotchi

Plus, a newspaper article on the unit website:

3. Fox M. (2015) End of a ‘70s legend as Pet Rock ad-man dies, The Australian

Financial Review, 2-6 April 2015

Provide written answers to the following questions and be prepared to discuss your answers during the workshop.

The answer should be no more than 1 page in total and key bullet points are acceptable.

1. How has Tamagotchi remained relevant and extended its product life cycle over

20 years? 2. Why was the Pet Rock unable to sustain a long term competitive advantage? 3. As pioneer products, which of the three marketing strategies did Tamagotchi and

Pet Rock adopt?

Revision quiz: Following the workshop it is recommended that you complete the revision

quiz on the unit website

Topic 8: Strategies for growth markets

Introduction Market leader and market follower strategies

Defensive, flanking and attack strategies

What you need to do

Read chapter 9 in Walker et al. (2015) Strategic Marketing 3rd Ed.

View the Podcasts Session 8 on the unit website

Murdoch University – Strategic Marketing BUS350 – TMA 2019 31

Complete the pre-workshop case study exercise

Learning outcomes 1. Explain opportunities and risks in growth markets

2. Identify growth-market strategies for market leaders

3. Identify share growth strategies for followers

4. Recognise which market leader or follower strategy is most successful

Key concepts 1. There are opportunities and competitive risks in growing product markets.

2. Objectives for market leaders include; retaining current customers, stimulating

selective demand among later adopters and stimulating primary demand to help

speed up overall market growth.

3. Followers could adopt a niche strategy to build a small and profitable segment

overlooked by pioneers or attain share growth within the total market.

Resources for this topic To undertake study for this topic, you will need:

Essential textbook

Walker O., Mullins J., Mavondo F., Gountas J., Kriz A. and Osborne C. (2015), Marketing Strategy: A Decision-Focused Approach, 3rd ed., McGraw-Hill, Australia

Audio visual media

The following material is available on the unit website:

 Podcast session 8

 Lecture slides session 8

Learning activities/tasks Prior to the workshop you need to complete the case study exercise as detailed on the unit

website:

Text case study Singapore

Read the text case study: Singapore taps growth market in Australia on pages 256- 259 of the text

Provide written answers to questions 3-5 on page 258 of the text and be prepared to discuss your answers during the workshop.

The answer should be no more than 1 page in total and key bullet points are acceptable.

3. How is Singapore attracting Australian travellers?

4. Why is Singapore making the country more appealing to Australians?

5. What image has Singapore Changi airport and Singapore Airlines projected for Singapore?

Revision quiz: Following the workshop it is recommended that you complete the revision

quiz on the unit website

Murdoch University – Strategic Marketing BUS350 – TMA 2019 32

Session 5

Topic 9: Strategies for mature and declining markets

Introduction The transition from growth to maturity

Maintaining market share

What you need to do

Read chapter 10 in Walker et al. (2015) Strategic Marketing 3rd Ed.

View the Podcasts Session 9 on the unit website

Complete the pre-workshop case study exercise

Learning outcomes 1. Understand key strategic challenges in the shake-out transition from market growth to

maturity

2. Interpret strategic choices in mature markets

3. Understand key strategies for maintaining a competitive advantage

4. Identify marketing strategies that can be applied to mature markets

5. Identify marketing strategies for declining markets

Key concepts 1. A share leader in a mature industry might build on a cost or product differentiation

advantage.

2. The market is still growing but the rate of growth starts to decline during the transition

period.

3. Marketing strategies for mature markets include; maintaining current market share

and extending volume growth.

4. Strategies for declining markets include; divesting or liquidation or remaining

competitive.

Resources for this topic To undertake study for this topic, you will need:

Essential textbook

Walker O., Mullins J., Mavondo F., Gountas J., Kriz A. and Osborne C. (2015), Marketing Strategy: A Decision-Focused Approach, 3rd ed., McGraw-Hill, Australia

Audio visual media

The following material is available on the unit website:

 Podcast session 9

 Lecture slides session 9

Learning activities/tasks Prior to the workshop you need to complete the case study exercise as detailed on the unit

website:

Murdoch University – Strategic Marketing BUS350 – TMA 2019 33

Web case study: Zara

Read the two case study readings on the unit website:

1. Fast Fashion, by Hansen S. (2012), The Sunday Times STM, November 18-24

2012, pages 13-15

2. Zara: Fast fashions – really fast, in Kotler P., Burton S., Brown L. & Armstrong

G. (2013), Marketing 9th ed., Pearson Australia, p. 408-409

Provide written answers to the following questions and be prepared to discuss your answers during the workshop.

The answer should be no more than 1 page in total and key bullet points are acceptable.

1. What marketing strategy has Zara adopted in order to maintain a competitive

advantage? 2. What impact has Zara’s marketing strategy had on competitive fashion retailers?

3. How would you answer the question raised in the article, “But can it survive its

own expansion?”

Revision quiz: Following the workshop it is recommended that you complete the revision

quiz on the unit website

Topic 10: Marketing strategies for the digital economy

Introduction Bricks vs clicks market strategies Threats and opportunities for marketers, and decision frameworks for business in the digital economy

What you need to do

Read chapter 11 in Walker et al. (2015) Strategic Marketing 3rd Ed.

View the Podcasts Session 10 on the unit website

Complete the pre-workshop case study exercise

Learning outcomes 1. Appreciate the digital economy history and development

2. Understand the digital world for marketers

3. Acknowledge the importance of connectivity

4. Recognise the importance of customer interface

5. Recognise that privacy and security are critical aspects for operating in a digital world

6. Develop a digital economy marketing strategy and decision framework

7. Identify future issues for the digital economy

Murdoch University – Strategic Marketing BUS350 – TMA 2019 34

Key concepts 1. A new integrated digital business model incorporates key marketing elements into

new offline–online business frameworks and templates.

2. The web provides various marketing opportunities from a bottom-up digital interaction

and transaction perspective.

3. Marketers need to be more sensitive with customer information and marketing

communication activities and be up to date on security, legal, political and competitive

issues in the digital world.

4. The evolution of the web poses challenges to researching full online markets and

consumer groups, digitising necessary flows at each stage in the consumer

experience process and dealing with multiple virtual representations of people.

Resources for this topic To undertake study for this topic, you will need:

Essential textbook

Walker O., Mullins J., Mavondo F., Gountas J., Kriz A. and Osborne C. (2015), Marketing Strategy: A Decision-Focused Approach, 3rd ed., McGraw-Hill, Australia

Audio visual media

The following material is available on the unit website:

 Podcast session 10

 Lecture slides session 10

Learning activities/tasks Prior to the workshop you need to complete the case study exercise as detailed on the unit

website:

Web case study: Audi A1

Read the case study readings on the unit website:

Audi utilises social media, unknown author, (2014), McGraw Hill, Australia

Provide written answers to questions 2-4 at the end of the case study and be prepared to discuss your answers during the workshop.

The answer should be no more than 1 page in total and key bullet points are acceptable.

2. Why do companies such as Audi use testimonials as part of their marketing

strategy, and why did Audi use Justin Timberlake for the A1's 'The Next Big

Thing' promotion?

3. Create an overview of the main structural barriers that can occur in e-marketing,

including a short description.

4. Can the marketing campaign be considered successful? If yes, can you name

indicators for your decision?

Revision quiz: Following the workshop it is recommended that you complete the revision

quiz on the unit website

Murdoch University – Strategic Marketing BUS350 – TMA 2019 35

Session 6

Topic 11: Organising and planning for effective implementation

Introduction Designing administrative relationships for different competitive strategies, organisational structures and marketing plans

What you need to do

Read chapter 12 in Walker et al. (2015) Strategic Marketing 3rd Ed.

View the Podcasts Session 11 on the unit website

Complete the pre-workshop case study exercise on the unit website

Learning outcomes 1. Design administrative relationships for implementing different competitive strategies

2. Design organisational structures for implementing different strategies

3. Understand the importance of a marketing plan as the foundation for implementing

marketing actions

Key concepts 1. Three aspects of the corporate–business unit relationship can affect the SBU’s

success in implementing a particular competitive strategy:

 The degree of autonomy provided each business unit manager

 The degree to which the business unit shares functional programs and

facilities with other units

 The manner in which the corporation evaluates and rewards the performance

of its SBU managers.

2. Different types of business strategies require various organisational dimensions.

3. Service organisations with high levels of customer service require additional functional

competencies such as well-trained service personnel to deliver quality service.

4. A written marketing plan is a key step in ensuring the effective execution of a strategic

marketing program because it spells out what actions are to be taken, when and by

whom.

Resources for this topic To undertake study for this topic, you will need:

Essential textbook

Walker O., Mullins J., Mavondo F., Gountas J., Kriz A. and Osborne C. (2015), Marketing Strategy: A Decision-Focused Approach, 3rd ed., McGraw-Hill, Australia

Audio visual media

The following material is available on the unit website:

 Podcast session 11

 Lecture slides session 11

Murdoch University – Strategic Marketing BUS350 – TMA 2019 36

Learning activities/tasks Prior to the workshop you need to complete the case study exercise as detailed on the unit

website:

Text case study Nokia

Read the text case study: Nokia: Reorganising to accommodate changing markets and technology on pages 336-338 of the text

Provide written answers to the following questions and be prepared to discuss your answers during the workshop.

The answer should be no more than 1 page in total and key bullet points are acceptable.

1. What were the environmental changes that Nokia encountered?

2. What were the strategic changes that Nokia made?

3. What were the organisational changes that Nokia made in order to implement the

strategic changes?

Revision quiz: Following the workshop it is recommended that you complete the revision

quiz on the unit website

Topic 12: Measuring and delivering marketing performance

Introduction

Designing marketing metrics and strategic monitoring systems

What you need to do

Read chapter 13 in Walker et al. (2015) Strategic Marketing 3rd Ed.

View the Podcasts Session 12 on the unit website

Complete the pre-workshop case study exercise on the unit website

Learning outcomes 1. Understand design decisions for marketing metrics step by step

2. Understand design decisions for strategic monitoring systems

3. Explain what organisations consider in design decisions for marketing metrics

4. Understand the difference between marketing analytics and marketing metrics

5. Identify the various types of marketing audits

Key concepts 1. The performance measurement process consists of five steps: setting performance

standards, specifying feedback, obtaining data, evaluating the data and taking corrective

action.

2. Steps in strategic monitoring include; identifying key variables to monitor, tracking and

monitoring and strategy reassessment.

3. Designing systems to measure marketing performance involves answering four essential

questions.

1. Who needs what information?

Murdoch University – Strategic Marketing BUS350 – TMA 2019 37

2. When and how often is the information needed?

3. In what media and in what format(s) or levels of aggregation should the

information be provided?

4. What contingencies should be planned for?

4. There are generally eight types of marketing audits.

5. Businesses are paying increased attention to the development of information dashboards

that provide people at all levels with the information they need to make timely, well-

informed decisions about marketing.

Resources for this topic To undertake study for this topic, you will need:

Essential textbook

Walker O., Mullins J., Mavondo F., Gountas J., Kriz A. and Osborne C. (2015), Marketing Strategy: A Decision-Focused Approach, 3rd ed., McGraw-Hill, Australia

Audio visual media

The following material is available on the unit website:

 Podcast session 12

 Lecture slides session 12

Learning activities/tasks Prior to the workshop you need to complete the case study exercise as detailed on the unit

website:

Text case study Walmart

Read the text case study: Metrics pay for Walmart on pages 364-365 of the text

Provide a written answer to the following question and be prepared to discuss your answer during the workshop.

The answer should be no more than 1 page in total and key bullet points are acceptable.

1. Discuss each of the five steps in the performance measurement process (as detailed below, text page 367) in reference to the Walmart case study.

Revision quiz: Following the workshop it is recommended that you complete the revision

quiz on the unit website

Murdoch University – Strategic Marketing BUS350 – TMA 2019 38

Appendix A: Policy on Group Projects

Murdoch School of Business and Governance

Collaborative Learning

Group projects foster collaborative learning, and are an important means of developing

teamwork skills, such as managing conflict resolution and negotiating outcomes. Those

skills, learnt when completing group projects, provide valuable training because the

outcomes of most workplace tasks, apart from applying technical skills, invariably include

managing group dynamics. Learning to be part of a group involves accepting that collective

judgements are often required to successfully complete the group report for this unit. Group

assessment, like any other assessment, is subject to the criteria of academic rigour and

validity within the framework of the Unit learning objectives.

Conflict Resolution

In order to successfully complete the group report, each group member must comply with the

following requirements that have been developed to minimise any conflict associated with

each group member’s responsibilities.

 Each group must maintain Group Activity Records (available on the unit website

under Help) of group meetings, which includes each member’s contributions to the

report. During the first group meeting, each member should negotiate her/his

contributions to the report, and the delivery date for those specific agreed

contributions. The progress of each group member towards completing his/her

agreed activities for completing the report will be noted in the Group Activity Records

and during subsequent group meetings.

 If any group member fails to attend a scheduled group meeting, or fails to supply

her/his specified contribution without an adequate explanation (such as a medical

certificate), the other members of the group may exclude that individual from the

group. The excluded student will then complete the report alone. The group must

notify the excluded individual, and the Lecturer in writing, including the evidence to

support that exclusion, within two days of taking that action. An email to the

individual, and copied to the Lecturer, will be deemed to be sufficient notice for

exclusion from the group.

 If the excluded individual wishes to re-join the group, he/she may request a meeting

of the group and the Lecturer to submit any reasons why he/she should be allowed to

re-join the group. A decision to exclude the individual rests with the other group

members and their decision will be binding on the individual.

If there are contentious issues about a group member’s contribution to a group report,

(which cannot be resolved) then each member of the group must sign and submit a

Peer Assessment of Group Report, (to be obtained from the Unit Coordinator)

together with the report on the due date. In the event that an individual group member

receives a Fail peer assessment for the group report, that student has 24 hours from

the time of being notified by the Lecturer of the peer assessment, to produce

evidence of her/his input to the report; that is, the signed copies of the completed

Group Activity Records for the report. If the student does not produce the required

Murdoch University – Strategic Marketing BUS350 – TMA 2019 39

evidence within 24 hours of notification, her/his grade, as assessed by the other

members of the group, will stand and be included as part of that student’s final grade.

 If the members of a group cannot resolve any differences within that group, the

Lecturer may dissolve the group and/or reallocate the members to other groups.

 If any students, who are members of a group, withdraw from the unit the remaining

group members must notify the Lecturer as soon as possible. The remaining group

members may consider joining another group with less than four members, or they

may elect to complete the group report with the remaining group members.

Group Activity Records

Each group is to complete Group Activity Records which must include the following

information:

 The title of the group project being completed.

 The dates of the group meetings when each group members agreed contributions to

the report were negotiated, and the subsequent progress made by each group

member towards completing their agreed activities.

 A list of the each group member’s responsibilities, including her/his agreed actions to

be undertaken in completing the project, and the due dates of those agreed activities,

must be signed off by each group member.

 All Group Activity Records from group meetings must be submitted with the group

project on the due date.

 As the group project is to be submitted electronically, the Group Activity Records

should be scanned as one file and attached to the report

 A sample copy of a Group Activity Record in Microsoft Word is available on the unit

website (under Help). This file can be copied and typed straight into or you can

produce your own typed version if you wish to provide additional information.

Murdoch University – Strategic Marketing BUS350 – TMA 2019 40

Appendix B: Group Charter/Agreement

This is a charter/agreement that applies to you as an individual, and as a member of a group.

It provides the means to regulate the behaviour and conduct of the group, together with your

rights and responsibilities. Each member of the group has the right to expect a certain

standard of performance from the other group members, and in turn has the responsibility to

provide an equal standard of performance to complete the group research reports.

Read the following Rights and Responsibilities. Then print your name and student number,

and sign the Student Declaration on Group Assessment (available on the unit website under

Help) to indicate that you have read and understood your rights and responsibilities.

When all members of the group have signed the Student Declaration on Group Assessment,

make a copy and give the original to the Lecturer.

Rights of all Group members

1. The group has the right to expect the members to participation on time for all group

meetings.

2. The group has the right to expect high quality input from all individual group members.

3. The group has the right and obligation to allow group members to hold different opinions.

4. The group majority, as a democratic rule, has the right to dismiss any member of the

group who does not perform according to the agreed standards and is incompatible with

project objectives.

5. The group has the right to expect full support and commitment of all group members at

all times.

Responsibilities (Obligations) of all Group members

1. All group members have the responsibility to be on time for group meetings and to submit

their individual work on time according to the deadlines.

2. All group members have the responsibility to provide the highest quality input of which

they are genuinely capable of and promised to all other group members.

3. All group members have the responsibility to fully participate in the group’s activities and

to critically analyse the input of others in a positive manner, without being unduly

destructive of others.

4. All group members have the responsibility to support the group’s decisions when it is

agreed upon.