MKTG301-13S2 (C) Semester Two 2013
Strategic Marketing

Description

The course takes a managerial perspective and focuses on strategic decisions relating to analyses, development, implementation, and control of marketing strategies needed to gain and sustain an organisation's competitive advantage. Students gain a sound understanding of the nature of dynamic competitive business environments and their implications for strategic marketing and learn the required knowledge including various strategic tools and techniques that assist in evaluating, developing and implementing appropriate marketing solutions and business practices that are ethical and sustainable in the social and environmental systems of the 21st century. New approaches to marketing practice are also covered.

In addition to plenary lectures, instructional methods include the use of case studies, guest speakers and a group-based project. In order to do well in this paper, students are expected to have appropriate levels of marketing management knowledge and research skills.

Learning Outcomes

The course will enable students to:
1. Acquire fundamental understanding of strategic marketing concepts and theories in order to create competitive advantage;
2. Critically evaluate marketing environments and contexts and apply key marketing models and tools as appropriate;
3. Apply strategic marketing alternatives and tactical programmes using analytical frameworks and methods to diverse organisational and marketing situations;
4. Be able to develop, write and present a formal marketing report including relevant financial outputs; and
5. Understand principles and behaviours underlying effective team performance in group-based projects.

Teaching Methods
• This paper is worth 30 points and has 4 contact hours per week.
• Course material will be delivered in lecture format in the first session of the week as per the course schedule. Students will combine text and other supplemental readings with independent research and personal experiences to enhance the learning process.
• The second meeting is designed as interactive sessions, building on theories and concepts found in your text readings and discussed in main lectures, and focusing on the application of theory to practice. You will be required to conduct case analyses and participate in discussions.
• Students will develop and do an oral presentation on a team-based project. The ability to communicate verbally is critical to the practice of marketing. While some students may be uncomfortable doing this initially, it is better to develop this skill in a classroom situation than to enter the business world without it. Good preparation should enhance your confidence in asking and responding to questions in class.

Group Work
Group work is an effective and enjoyable way to learn but can sometimes be a challenge. The ability to function effectively as part of a group is critical to the practice of marketing. The group project is intended to help you develop this skill. To maximise the benefits of group work, there are strategies for managing workload and relationships. The best way to ensure that your group functions effectively is to set ground rules at the start of the class. Agree on issues such as when and where you will meet, how work will be assigned, and what will happen if a member of the group fails to perform as expected.

Groups are free to allocate work as they see fit but every member needs to pull their own weight. Individuals and groups should attempt to work out problems on their own. If this is not successful, see the tutor in the first instance. If this is not resolved see the lecturer, Dr. Sussie Morrish. The lecturer reserves the right to intervene and possibly alter individual marks in extreme cases. Do not wait until the course is over, and then complain about problems with your group!

Pre-requisites

Restrictions

Equivalent Courses

For further information see Management.