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Mktg20008 - Strategic Marketing

By:   •  July 8, 2019  •  Course Note  •  6,406 Words (26 Pages)  •  361 Views

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MKTG20008

Strategic Marketing

SUBJECT GUIDE

Semester 2 2017

Prepared by

Shala Ahmed

shala.ahmed@unimelb.edu.au

Department of Management and Marketing

Faculty of Business and Economics  

Version 1.0

[pic 1]


Table of Contents

SUBJECT OUTLINE        3

Introduction        3

Subject Overview and Aims        3

LEARNING OUTCOMES        3

Learning Outcomes and Generic Skills        3

Awareness Issues        3

ACADEMIC STAFF CONTACT DETAILS        4

Subject Coordinator Contact Details        4

Tutor Contact Details        4

LECTURES        4

Lecture Times        4

Lecture Participation Requirements        4

Lecture Schedule        5

Lecture Slides        6

Using Lecture Capture        6

TUTORIALS        7

Tutorial Times        7

Tutorial Participation Requirements        7

Tutorial Schedule        7

ASSESSMENT        8

Assessment Overview        8

Assessment Policies and Resources        8

SUBJECT RESOURCES        9

Prescribed Text Book        9

Supplementary Readings        9

Library Guide:        9

ASSIGNMENT 1        10

Outline        10

ASSIGNMENT 2        15

Outline        15

ASSIGNMENT GUIDELINES        19

APPENDIX 1 – TEAM LIST (TO BE TURNED IN TO YOUR TUTOR BY WEEK 3)        21

APPENDIX 2 – ASSIGNMENT 1 TEAM MEMBER ASSESSMENT FORM        22

APPENDIX 3 – ASSIGNMENT 2 TEAM MEMBER ASSESSMENT FORM        23

Subject Outline

Introduction

Welcome to Strategic Marketing MKTG20008

This course builds on the concepts and skills learned in other marketing subjects and prepare you for third year subjects. The subject presents an opportunity for students to learn, examine and apply strategic marketing decision processes with the goals of establishing, maintaining, or improving the firm’s competitive advantage. Topics include: strategic analysis (i.e., external analysis of the remote and near environment, critical success factors, internal analysis, opportunities and problems), alternative marketing strategies (i.e., generic, product-market, competitive and marketing mix strategies), implementation and evaluation.

Subject Overview and Aims

The overall aim of this subject is to…

  • Explain the importance of marketing strategy for superior business performance and shareholder value;
  • Evaluate strategic marketing principles, theories and models;
  • Analyse strategic marketing problems and be capable of applying relevant models/theories to generate appropriate strategic solutions;
  • Examine critical issues associated with creating, exiting, analysing and selecting market niches;
  • Describe how marketing managers can make informed strategic choices to improve strategic outcomes.

Learning Outcomes

Learning Outcomes and Generic Skills

To view the subject objectives and the generic skills you will develop through successful completion of this subject, please see the University Handbook:  

To view the learning goals, generic skills and graduate attributes for your degree, please locate the University Handbook entry for your degree at: http://handbook.unimelb.edu.au/

Awareness Issues

At a broader level, studying this subject will increase your awareness of issues such as:

  • Marketing Ethics;
  • Marketing Performance;
  • Global Marketing;
  • Market Segmentation;
  • Branding;
  • Marketing Management;
  • Market Research.

Academic Staff Contact Details

Please see the subject LMS site for full contact details of the teaching staff in this subject.

Subject Coordinator & Tutor Contact Details

Name:  Shala Ahmed

Email: shala.ahmed@unimelb.edu.au

Consultation Hours: Thursdays & Fridays by appointment

Tutor Contact Details

Lily James
Email:
lily.james@unimelb.edu.au 
Consultation hours: by email appointment

Greg McCallum
Email:
gmccallum@unimelb.edu.au 
Consultation hours: by email appointment

Sarah Sadiq
Email:
sarah.sadiq@unimelb.edu.au 
Consultation hours: by email appointment

Wednesday

11:00AM

PAR-Frank Tate-106

Lily James

Wednesday

12:00PM

PAR-Frank Tate-106

Lily James

Wednesday

01:00PM

PAR-Frank Tate-106

Lily James

Wednesday

03:15PM

PAR-The Spot-3012

Gregory Mccallum

Wednesday

04:15PM

PAR-The Spot-2017

Gregory Mccallum

Wednesday

05:15PM

PAR-The Spot-2019 TBC

Gregory Mccallum

Thursday

11:00AM

PAR-Sidney Myer Asia Ctr-115 TBC

Shala Ahmed

Thursday

01:00PM

PAR-David Caro-Podium 211

Shala Ahmed

Friday

10:00AM

PAR-100 Leicester Street-107

Sarah Asad Sadiq

Friday

11:00AM

PAR-100 Leicester Street-107

Sarah Asad Sadiq

Friday

12:00PM

PAR-100 Leicester Street-107 TBC

Sarah Asad Sadiq

Lectures

Lecture Times

Thursday        2.15pm-4.15pm        Physics South-L108 (Laby Theatre)        2 hours

Lecture Participation Requirements

You are expected to attend the lectures for the best learning outcomes. However, your mark does not contain a mandatory participation component.


Lecture Schedule

Week

Date Commencing

Topic

Details of Concepts

Required Reading

1

24  Jul

Subject Guide,
Introduction to Strategic Marketing

  • Overview of subject & assessment

Guest speakers: 

  • Library Skills – Ben Gilmour/ Bernard Lyons– Assignment research

Ch 1-2

2

31 Jul

Business scope
External analysis
– remote environment

  • Business scope components
  • PEST analysis

Guest speaker: 

  • University Melb – Kim Howells Made in Melbourne campaign

Ch 3

3

7 Aug

External analysis
– near environment

Turn in team list form with team members  to tutor

  • Industry analysis

        - Market sizing/forecasting

        - Five Forces model

        - Strategy groups

        - PLC

  • Competitor analysis
  • Consumer analysis (6Qs)

Guest speaker: 

  • Academic Skills- Morag Burnie – Assignment writing, group work, support

Ch 3

4

14 Aug

Critical success factors


Internal analysis
Problems/opportunities

“A1- Unexpected Event”

  • CSFs
  • Internal analysis

        - Performance analysis

        - Value chain analysis

        - Activity systems

        - Portfolio matrices

        - Non-marketing/marketing resource base

  • Problems/opportunities statement

Ch 3

5

21 Aug

Strategy development 1

A1- FAQs & Oral Pres

  • Objectives
  • High-level strategies

- Generic strategies
- Competitive strategies
- Product-market strategies

Ch 4


6

28 Aug

Strategy development 2
Assignment 1 due:
Mon 28 Aug 5PM.

  • Segmentation
  • Targeting
  • Positioning

Guest speaker: 

  • Ozzie Ozkok PhD student -Analytics

Ch 5

7

4 Sep

Product strategies

  • Product line strategies
  • Product strategies: Core-expected-augmented-potential product model
  • Brand strategies
  • Pioneering vs follower strategy

Guest speaker: 

  • Alex D’Amico
  • Hair house Warehouse
  • Ex Treasury Estate Wines,

Ch 6-10

8

11 Sep

Pricing strategies

  • Pricing methods
  • A comprehensive approach to pricing
  • Penetration vs skimming strategy
  • Promotional pricing
  •  

Ch 6-10

9

18 Sep

Distribution strategies

  • Distribution functions/ objectives
  • Distribution strategy types
  • Intensive/selective/exclusive strategies

Ch 6-10

SPRING BREAK

10

2 Oct

Communications strategies

A2- FAQs & Oral Pres

  • Overall IMC objectives and strategies
  • IMC disciplines (advertising, sales promotion, PR, DM, personal selling)

Guest speaker: 

  • Michael Napolitano MD, TBWA Melbourne (Ad agency)

Ch 6-10

11

9 Oct

Implementation and evaluation

  • Budgets & Business Case
  • Implementation- Stage Gate
  • Evaluation

Guest speaker: 

  • Employability Skills- Warren Frehse

Ch 11-12

12

16 Oct

Wrap-up
Assignment 2 due:
Mon 16 Oct 5PM.

  • Exam Revision
  • Mock Exam Overview

Implementation 

Guest speaker: 

  • CAPS


Lecture Slides

All lecture slides will be placed on the LMS page for this subject prior to the first lecture. The lecture slides are located under the heading “Lectures.”

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