MKTG305-20S2 (C) Semester Two 2020

Strategic Marketing

15 points

Start Date: Monday, 13 July 2020
End Date: Sunday, 8 November 2020
Withdrawal Dates
Last Day to withdraw from this course:
  • Without financial penalty (full fee refund): Friday, 24 July 2020
  • Without academic penalty (including no fee refund): Friday, 25 September 2020


The course takes a managerial perspective and focuses on strategic decisions relating to the analysis, development, implementation and control of marketing strategies needed to gain and sustain an organisation's competitive advantage. Students learn various strategic tools and techniques that assist in evaluating the effectiveness of marketing strategies. New approaches to marketing practice are also covered. Instructional methods include the case studies and a group-based project.

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.

Relationship to other courses
MKTG305 is strongly recommended for BCOM in Marketing students and for those thinking of pursuing postgraduate studies in Marketing.

• This paper is worth 15 points and has 2 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 lectures are interactive sessions, building on theories and concepts found in your text readings 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.

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.

Learning Goal     Assessed with:
1                        Assignment, Project; Final Exam
2                        Assignment, Project; Final Exam
3                        Project; Final Exam
4                        Project

BCom Learning Goals
Goal 1: Graduates can demonstrate advanced knowledge of their selected subject
major, informed by the broader context of Commerce;

Goal 2: Graduates are able to use analytical thinking and problem-solving skills to
address specific problems;

Goal 3: Graduates can understand issues from a range of ethical, global and
multicultural perspectives;

Goal 4: Graduates are able to communicate effectively both orally and in written

University Graduate Attributes

This course will provide students with an opportunity to develop the Graduate Attributes specified below:

Critically competent in a core academic discipline of their award

Students know and can critically evaluate and, where applicable, apply this knowledge to topics/issues within their majoring subject.

Employable, innovative and enterprising

Students will develop key skills and attributes sought by employers that can be used in a range of applications.

Engaged with the community

Students will have observed and understood a culture within a community by reflecting on their own performance and experiences within that community.

Globally aware

Students will comprehend the influence of global conditions on their discipline and will be competent in engaging with global and multi-cultural contexts.


(1) MKTG201; and (2) MKTG202; and (3) MKTG204


MGMT 316; MKTG 301

Equivalent Courses

MKTG 301

Timetable 2020

Students must attend one activity from each section.

Lecture A
Activity Day Time Location Weeks
01 Wednesday 14:00 - 16:00 E16 Lecture Theatre 13 Jul - 23 Aug
7 Sep - 18 Oct
02 Wednesday 14:00 - 16:00 Online Stream - students based in NZ 13 Jul - 23 Aug
7 Sep - 18 Oct
03 Wednesday 14:00 - 16:00 Online Stream - students based overseas 13 Jul - 23 Aug
7 Sep - 18 Oct

Timetable Note

There are no tutorials.

Course Coordinator / Lecturer

Sussie Morrish


Assessment Due Date Percentage  Description
Assignment 14 Aug 2020 15% Assignment
Project 35% Project
Final Examination 50% Final Examination

Assessment in this course is designed to measure the extent to which a student is able to understand and apply strategic marketing concepts.  It is intended to reward those who: consistently do the reading, regularly attend lectures, and play an active role in the development and presentation of the group project. All course materials (e.g. theory, cases, guest speaker material and project) are examinable.

Assignment 15%
The assignment is an individual assessment worth 15% of your total grade. The assignment/report should be a maximum of 2500 words and must be submitted to the LEARN course webpage by 5pm on Friday, 14th August. The assignment topic will be posted in Week 3, so you have essentially 2 weeks to write the assignment.

Class Group Project (See project brief for details) 35%
In groups of four, you will be working on a marketing project.  The group will act as a strategic marketing team, charged with evaluating and formulating the strategic marketing direction of a company. A detailed description of the project will be made available in class and on Learn. Group formation will be facilitated in class but it is ultimately the student’s responsibility to ensure they are part of a group.

Groups will present their final report during weeks 9 and 10. Every team member must play an active role in the presentation of the group project.  Polished professional presentations are expected. Each group will have 15 minutes to do an oral presentation.

Exam 50%
The final exam will be three hours long (closed book) and will require students to demonstrate their knowledge and application of the concepts and cases discussed in class.  All course materials from week 1 are examinable.

Cover sheets MUST be used on all assignments/essays. These can be downloaded by following these links:

Textbooks / Resources

Required Texts

Walker, Orville C. et al; Marketing strategy : a decision-focused approach; 3e; McGraw-Hill Education (Australia), 2015.

Additional resources:
Ferrell, O. C., Hartline, Michael D; Marketing strategy: text and cases; 6th ed; South-Western/Cengage Learning, 2014.


Class Representative
A class representative may be asked to volunteer in the first few weeks of class. Any problems with the course can be raised with the class rep. Their email can be found at UCSA. The class representative will take up any issues raised by class members with the lecturer concerned as they occur.

Departmental Academic Policies
The Department assumes that you have read this document.

You should also read the General Course and Examination Regulations

Dishonest Practice
The University of Canterbury considers cheating and plagiarism to be serious acts of dishonesty.  All assessed work must be your own individual work unless specifically stated otherwise in the assessment guidelines. Material quoted from any other source must be clearly acknowledged. You must not copy the work of another person (student or published work) in any assessment including examinations, tests and assignments. Any person, who is found to have copied someone else's work, or to have allowed their work to be copied, will receive a fail grade for that piece of assessment and may face disciplinary action which may lead to a fine, community service or exclusion from the university.

IMPORTANT: Where there are concerns regarding the authorship of written course work, a student can be required to provide a formal, oral explanation of the content of their work.

Coversheets - Group and Individual

Indicative Fees

Domestic fee $822.00

International fee $3,688.00

* Fees include New Zealand GST and do not include any programme level discount or additional course related expenses.

For further information see Management, Marketing and Entrepreneurship.

All MKTG305 Occurrences

  • MKTG305-20S2 (C) Semester Two 2020