Units
Strategic Marketing
Unit code: AMB359
Contact hours:
Credit points: 12
Information about fees and unit costs
Emphasis of the capstone Marketing unit is on the role of marketing manager at the corporate and strategic business unit/division levels. Students are exposed to a variety of strategic marketing techniques and issues, and learn how to apply these in corporate planning and management. Topics include: developing and critiquing strategic marketing planning models; recognising the importance of market focus; determining what marketing strategy can realistically be accomplished for a business; identifying underlying factors that must be considered in developing marketing strategy for a market-oriented organisation; discussing problems in successful implementation of marketing strategy; and organising for successful strategy implementation.
Availability
| Semester | Available |
|---|---|
| 2012 Semester 1 | Yes |
| 2012 Semester 2 | Yes |
Sample subject outline - Semester 1 2013
Note: Subject outlines often change before the semester begins. Below is a sample outline.
Rationale
Managing in the constantly changing environment of the 21st century for business success is a challenging job for marketing managers. The key challenges for managers include: understanding the market as a fundamental premise of formulating market-driven strategy; strategies for undertaking market analysis and identification of current and future competitive positions. This advanced level marketing unit is designed to consolidate prior knowledge and skills learned in other marketing units including Consumer Behaviour, Market and Audience Research and Marketing Planning and Management. Additionally the unit encourages learners to develop and apply new knowledge and skills relevant to a proactive strategic marketing management approach.
Aims
The unit deals primarily with an in-depth analysis and practical application of a variety of concepts, theories, facts, analytical procedures, and techniques with the development, evaluation, and implementation of marketing strategy in a complex evolving environment.
Objectives
Course Learning Goals (Undergraduate)
The QUT Business School has established the Assurance of Learning (AOL) Goals to meet contemporary industry needs and standards. Achieving these learning outcomes will assist you to meet the desired graduate outcomes set at QUT - aligned with other internationally renowned business schools. Students will develop the following capabilities relevant to a contemporary global and sustainable business environment:
Have knowledge and skills pertinent to a particular discipline (KS)
1.1 Integrate and apply disciplinary theory and skills to practical situations
1.2 Incorporate the use of technology appropriate to the discipline and context
Be critical thinkers and effective problem solvers (CTA)
2.1 Identify, research and critically analyse information relevant to a business problem or issue, be able to synthesise that information in order to evaluate potential solutions, make recommendations or otherwise effectively address the problem or issue
Be professional communicators in an intercultural context (PC)
3.1 Communicate effectively through written tasks appropriate to varied contexts and audiences
3.2 Communicate effectively through professional oral presentations appropriate to varied contexts and audiences
Be able to work effectively in a Team Environment (TW)
4.1 Demonstrate effective team skills in order to contribute appropriately to the production of a group output
Have a Social and Ethical Understanding (SEU)
5.1 Apply ethical reasoning, standards or codes of practice relevant to the discipline and make decisions that are informed by social and cultural understanding
Unit Objectives
On successful completion of this unit, students will be able to:
1. Define the theoretical underpinnings of strategic marketing, and apply them to key issues and decision making techniques in planning and implementing marketing strategy.
2. Describe the complexity of markets and how the nature of competition in such markets is impacted through marketing strategy decisions.
3. Organise and implement strategic marketing decisions in an evolving competitive market place.
4. Work effectively in a team situation to effectively participate in making regular strategic marketing decisions and to prepare a strategic marketing plan.
5. Critically analyse and evaluate the outcomes of marketing strategies using a wide range of marketing information available.
6. Demonstrate ethical and social perspectives in terms of the market place and the team environment.
Achieving these objectives will also demonstrate attainment of the following marketing discipline knowledge and marketing graduate outcomes:
The specific course learning goals and unit objectives that apply to this unit are shown in the assessment section of this unit outline.
Content
Students will gain knowledge in strategic marketing planning, including key areas such as portfolio management and development, environmental analysis, allocation of organisational resources, comprehensive market analysis and forecasting and development and implementation of competitive marketing strategies.
Approaches to Teaching and Learning
This unit adopts an integrated teaching and learning approach using an experiential, real world simulation of a marketing environment. Thus all teaching and assessment activities undertaken in this unit are closely linked.
A marketing simulation called Markstrat is used in this unit to provide students with a hands-on approach to strategic marketing. Student enrolment in this simulation is mandatory for successful completion of this unit. The 2 hour lectures, the weekly tutorial sessions and the group work in the simulation are all designed to provide students with real world experience of strategic marketing.
This unit uses the SafeAssign tool in BlackBoard. SafeAssign is a text matching tool that assists students to develop the academic skills required to correctly use and cite reference material as well as to check citations and determine possible instances of plagiarism. You will be expected to submit draft and/or final versions of one or more assignments using SafeAssign. Your Unit Coordinator will provide detailed information on how the software will be used in this unit.
Assessment
Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class
Written feedback will be provided through ReView on the Blackboard site approximately 2 weeks after submission. Oral feedback will be provided by the tutor and/or lecturer where appropriate.
Assessment name:
Report
Description:
Description:Strategic marketing report: In their simulation teams students must prepare a professional business report analysing the current market environment and identifying the long term strategic objectives they have planned for their company in the Markstrat environment.
Length or Duration: 1500 words (12 pt font, Times New Roman)
Formative or Summative: Formative and Summative
Relates to objectives:
Relates to learning outcomes:Unit Objectives:1, 2, 3, 4, 5 & 6 and AoL: KS (1.1), KS (1.2), CTA (2.1), PC (3.1), TW (4.1)
Weight:
30%
Internal or external:
Internal
Group or individual:
Group
Due date:
Week 6
Assessment name:
Report
Description:
Description:Individual Evaluative Report: In this report students are expected to critically evaluate the outcomes of the team's strategic planning report and the evolution of their simulated marketing environment.
Length or Duration: 1500 words (12 pt font, Times New Roman)
Formative or Summative: Formative and Summative
Relates to objectives:
Relates to learning outcomes:Unit Objectives:1, 2, 3, 4 & 5 and AoL: KS (1.1), KS (1.2), CTA (2.1), PC (3.1), TW (4.1),
Weight:
30%
Internal or external:
Internal
Group or individual:
Individual
Due date:
Week 11
Assessment name:
Examination
Description:
This assessment will examine students' knowledge, understanding and application of how strategic marketing theory is integrated with information available through their learning in the Markstrat simulation. The exam will cover materials for lectures in weeks 1-13 (inclusive) and the relevant links to Markstrat reports as indentified during the lectures and tutorials.
Length or Duration: 2 Hours
Formative or Summative: Summative
Relates to objectives:
Relates to learning outcomes:Unit Objectives:1, 2 & 5 and AoL: KS (1.1), CTA (2.1) and PC (3.1)
Weight:
40%
Internal or external:
Internal
Group or individual:
Individual
Due date:
Central Exam Period
Academic Honesty
QUT is committed to maintaining high academic standards to protect the value of its qualifications. To assist you in assuring the academic integrity of your assessment you are encouraged to make use of the support materials and services available to help you consider and check your assessment items. Important information about the university's approach to academic integrity of assessment is on your unit Blackboard site.
A breach of academic integrity is regarded as Student Misconduct and can lead to the imposition of penalties.
Resource materials
Recommended text for theory
Hooley, Piercy and Nicoloaud (2008), (4th edition), 'Marketing Strategy and Competitive Positioning', Prentice Hall.
Larrache, Gatignon and Triolet (2005), 'Markstrat Handbook ' will be available on the unit website at no cost.
Risk assessment statement
There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to
view the Emergency video.
Disclaimer - Offer of some units is subject to viability, and information in these Unit Outlines is subject to change prior to commencement of semester.
Last modified: 22-Feb-2013
