7201MMG Strategic Marketing
Semester 2, 2002
COURSE OUTLINE
GRIFFITH UNIVERSITY GOLD COAST CAMPUS
School of Marketing & Management
1.0
7201MMG
Strategic Marketing
Identifying Information
Subject:
Year of Offer:
Marketing
2002
Semester of Offer:
Credit point value:
Program for which Course designed:
2
10.00
Postgraduate
Enrolment Requirements:
Nil
Course Convenor
Name:
Office:
Dr. Amos Owen THOMAS
G01_2.02 (Business 1 Building)
Telephone:
Teaching Team:
5552 8269
Dr. Amos Owen THOMAS
Lecture & tutorial details
Contact hours
3 hours
Grading Basis
Graded
Status of course within program: Core course within the Master of
Marketing Management.
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7201MMG Strategic Marketing
Semester 2, 2002
2.0
Brief Description
Strategic marketing is a critical function of corporations, seeking to define its relationship with
the environment, to analyse its industry, to understand its customers and to create
competitive advantage. The process involved articulates the corporation’s vision, mission,
objectives, implementation plans and controls. This course will focus on marketing strategy
decisions that have medium to long-term, often irreversible consequences for the
corporation.
3.0
Course Aims & Objectives
At the end of this course, students should be able to:
1. Conduct systematic analyses of the various external environments in which a firm
operates and makes strategic decisions.
2. Identify and address internal issues such as organisational strengths, alternative
strategies, business definition, corporate vision, competitive advantage, etc.
3. Understand and utilise strategic concepts and frameworks such as SWOT analysis,
segmentation, portfolio analysis, scenarios, risk factors, industry structure, etc.
4. Adopt and apply an integrated approach to marketing decision-making on product,
pricing, promotion and distribution in diverse complex business situations internationally.
4.0
Links With Other Courses
This course serves best as a capstone for your program of advanced studies in the Master of
Marketing Management. As such it will assume prior learning in consumer behaviour,
market research, product decisions, promotion, distribution, international marketing and sales
management.
Thus you may need to review on your own some of your earlier graduate and even
undergraduate courses. You are also advised to read the remaining chapters in the textbook
as well as more widely in academic and business journals in order to excel in the
assignments and exam required in this course.
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7201MMG Strategic Marketing
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5.0
Seminar Schedule
WEEK BEGINNING
SEMINAR TOPICS
TEXTBOOK
1
22 Jul
Introduction & Overview
2
29 Jul
Strategy Process
Chapter 1
3
05 Aug
Corporate Strategy
Chapter 2
4
12Aug
Environmental Analysis
Chapter 3
5
19 Aug
Competitive Analysis
Chapter 4
6
26 Aug
Buyer Behaviour
Chapter 6
7.
02 Sep
Differentiation & Positioning
Chapter 9
8
09 Sep
New Market Strategies
Chapter 16
9
16 Sep
Growth Market Strategies
Chapter 17
10
23 Sep
Mature Market Strategies
Chapter 18
Mid-Semester Break
11
07 Oct
Strategy Implementation
Chapter 19
12
14 Oct
Programme Control
Chapter 20
13
21 Oct
Review and Debriefing
14
28 Oct
Final Exam
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Wk 1-14 chapters/cases
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7201MMG Strategic Marketing
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6.0
Case Analysis Roster
WEEK DATE
CASE
REPORT
DISCUSSION
2
29 Jul
Organisational Learning
Casebook Part I
3
05 Aug
Case-method
Casebook Appendix B
4
12Aug
‘Calgolia Inc.’
Textbook Appendix & CD
5
19 Aug
'Navistar International'
Case 6-1
______________
______________
______________
______________
& ____________
& ____________
6
26 Aug
‘Enterprise Rent-A-Car’
Case 1-1
______________
______________
______________
______________
& ____________
& ____________
7.
02 Sep
‘Cutco International’
Case 7-1
______________
______________
______________
______________
& ____________
& ____________
8
09 Sep
‘Dunkin Donuts’
Case 2-1
______________
______________
______________
______________
& ____________
& ____________
9
16 Sep
‘Alligator Records’
Case 5-1
______________
______________
______________
______________
& ____________
& ____________
10
23 Oct
‘Rollerblade, Inc.’
Case 3-1
______________
______________
______________
______________
& ____________
& ____________
[11
07 Oct
‘Coca-Cola Japan’
Case 1-4
______________
______________
______________
______________
& ____________
& ____________]
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7201MMG Strategic Marketing
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7.0
Organisation and Teaching Methods
This subject is designed to occupy 10 hours per week for 14 weeks thus:
Class session: seminars/workshop/case discussions
Readings/case preparation/assignments
3 hours
7 hours
10 hours
About half of each class session will comprise an interactive seminar which will highlight
certain aspects of the topic for the week, as well as discussing end-of-chapter questions,
journal articles or a video presentation (or occasionally a quiz). The other half of each class
will be a workshop comprising largely an in-depth discussion of the assigned case by the
whole class, led by a student team.
The content of the entire class sessions is examinable and so it is in your interest of
performing well to attend them regularly. Any outlines, notes or articles distributed in class
may not be available on the web or from the lecturer at other times if you are not present
personally in class. Be aware that absence of each class-hour takes the average student
about 3-4 hours to make up that input on their own. Participation at seminars, workshops
and case-discussions will be assessed and is not subject to negotiation.
To perform well in this unit you need to attend the class sessions each week, read your
textbook and case-book as well as more widely, and meet all deadlines and assessment
criteria for assignments and tests. You may be assigned further reading, usually of current
journal articles, for class during the semester. Regardless of such requirements, students
are strongly advised to search for and read articles relevant to the seminar topic and the
case each week. On average students ought to read at least two articles each week on their
own, one from academic journals and one from business magazines.
Study at graduate level is largely self-directed; therefore you need to allocate sufficient time
for all this and to exercise self-discipline in time-management. Students are advised strongly
to consider ahead their other commitments, such as to work, family, sports and the like, for
these will not be valid grounds to appeal for assignment extensions and exam special
consideration.
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8.0
Assessment
This subject uses a variety of assessment methods, the details of which are provided below.
You are expected to familiarise yourself with the requirements of each.
Type
No.
Basis
Marks
Length
Due Date
Participation
Cont.
Individual
10
-
Weeks 2-12
Case-Study
Report
1
Individual
30
3,000 words
Weeks 5-11
as per schedule
Case-Study
Discussion
1
Team
20
1-hour
Weeks 5-11
as per schedule
Final Exam
1
Individual
40
2.5 hour
Week 14
Class Participation
Your grade for participation will incorporate peer evaluation, moderated by the course convenor.
Marks will be awarded according to the following criteria:
8-10
5-7
2-4
0-1
In every class, student makes valuable observations, demonstrates a thorough
understanding of the readings and case, discovers additional readings to share
with class (min. two per week), and addresses related topics, takes an active
role in exercises/simulations.
Student contributes regularly to the tutorial discussion and demonstrates a
reasonable understanding of the readings and case, discovers some additional
readings to share with class (averaging one per week), participates in exercises.
Irregular participation by student at tutorial; his/her questions and answers reflect
inadequate or superficial preparation, brings relevant readings to class
occasionally, plays a passive role in exercises/ simulations.
Little or no participation by student, and when called upon demonstrates little or
no comprehension of the topic, case or readings, brings few or no relevant
readings to class, does not contribute in exercises.
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7201MMG Strategic Marketing
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Case-study report:
Students will submit a written case-study from the schedule above, the case-analysis done in
teams of two or three, and will account for 20 marks. You are to use the analysis structure
suggested in the case-book and your case-analysis will be graded as a whole.
You will be assessed by the lecturer on your ability to combine theory with practice, drawing
on current research and quality information (duly cited) from outside of the case-book and
textbook (about 6 sources, at least half of which should be from academic journals).
Creativity of thought, critical analysis, innovative alternatives and effective arguments for
your favoured strategy and realistic implementation plans are needed to excel in this
assignment.
Due date: On the weeks scheduled, at the lecturer's office no less than 1 hour before
the start of the class session, i.e. 9:00am on that day. If you find you are not able to make
the date you signed up for, you are responsible to make your own arrangements to swap
dates with another person early, and inform the lecturer accordingly.
Word limit: 3,000 words maximum for each report whether it is done individually or in
pairs, and words beyond this limit will not be marked. You may use point-form judiciously.
Students are required to provide a computer word-count on their cover sheet.
Case-study discussion:
All students will be rostered in pairs to lead the discussion on a case other than the ones
he/she has been assigned to submit a written case-study report. Students should prepare
Powerpoint presentations, audio-visual materials, hand-outs and exercises which would aid
understanding and help generate class discussion. Students are to bring to the class articles
and other information they have gathered in the course of their case analysis. Your grade for
this assignment will incorporate peer evaluation, using the evaluation form provided (see
appendix to this outline), and be moderated by the course convenor.
Final Exam
This 2.5 hour exam (excluding 10 minutes reading time) will be held during the class
sessions on Week 14. The exam will cover all the stipulated readings (including the cases)
and provide scope for students to apply insights from their additional readings. It will take the
form of both short-answer/ definitional and essay-type/ discussion questions.
9.0
Texts and Supporting Materials
You will need to purchase the following textbook and casebook which are available from the
University Bookshop as a shrink-wrapped, highly-discounted package:
Boyd, Harper, Orville Walker, John Mullins and Jean-Claude Larreche (2002)
Marketing Management: A Strategic Decision-Making Approach (4th international
edition). Boston: McGraw-Hill Irwin.
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7201MMG Strategic Marketing
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Cravens, David W., Charles W. Lamb and Victoria L. Crittenden (2002) Strategic
Marketing Cases (7th edition). Boston: Irwin McGraw-Hill.
The assignments, class discussions and quizzes/exam are based on these latest editions of
the textbook and case-book. Previous editions may not be suitable, unless you are able to
gain regular access to the current edition or prepared to make copies of some of the new
material, including cases and questions in it.
Recommended reference books:
Aaker, David A. (1998) Strategic market management (5th edition). New York: John Wiley &
Sons.
Brown, Linden (1998) Competitive marketing strategy (2nd edition). Melbourne: Nelson.
Cateora, Philip R. and John L. Graham (1999) International marketing (international edition).
Boston: Irwin McGraw-Hill.
Jain, Subhash C. (2000) Marketing planning & strategy (6th edition). Cincinnati: SouthWestern College Publishing.
Kerin, Roger A. and Robert A. Peterson (2001) Strategic marketing problems: cases and
comments (9th edition). Upper Saddle River, NJ: Prentice Hall.
Malhotra, Naresh (1999) Marketing research: an applied orientation (3rd edition).Englewood
Cliffs, NJ: Prentice Hall.
Rossiter, John and Larry Percy (1997) Advertising communications and promotion
management (2nd edition). New York: McGraw-Hill.
Schiffman, Leon, Kanuk, David Bednall and Judith Watson (1997) Consumer behaviour.
Sydney: Prentice Hall.
Stackhouse, Max L. et al, eds. (!995) On moral business: classical and contemporary
resources for ethics in economic life. Grand Rapids, MI: Wm B. Eerdmans.
Lovelock, Christopher, Paul Patterson and Rhett Walker (2001) Services marketing: an
Asia-Pacific perspective. Frenchs Forrest, Australia: Prentice-Hall.
Recommended academic journals:
Recommended business magazines:
Journal of Marketing
Journal of Consumer Research
Journal of Advertising
Academy of Management Journal
Harvard Business Review
International Marketing Review
Journal of International Business Studies
Long-Range Planning
The Bulletin
The Economist
Business Review Weekly
Fortune
Far East Economic Review
Financial Review
Marketing
B&T
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10.0 Consultation
If you are having any difficulties with your studies, seek assistance early; do not wait till days
before assignment deadlines or tests/exams. Time will be provided during lectures/seminars
for you to seek clarification, and those are the best times to do so, as often other students
have the same issues on their mind and are able to have it resolved at the same time. The
lecturer is available for brief informal consultations during lecture-breaks and immediately
after each lecture session. In addition to class times, the lecturer may be best contacted at
the following consultation hours:
Monday
Thursday
4:00 - 5:00pm
2:00 - 3:00pm
Outside of these times you will need to make an appointment with the lecturer either by phone,
email or at the class itself. The phone number is 5552-8269 which has an answering machine.
Be sure to leave your message slowly and clearly, preferably stating your phone number twice.
The email address is a.thomas@mailbox.gu.edu.au though this should be used primarily to
arrange appointments for face-to-face discussions, nor for lengthy queries and consultations.
The course convenor, Amos Owen Thomas, has been teaching marketing, management and
international business in universities for 14 years, in Australia, Asia and the Pacific, as well as
visiting appointments in Europe. Prior to that he worked for 12 years in business, government
and non-profit organisations.
11.0 Administration
1.
To be eligible to pass this course, students are required to complete all forms of
assessment and must demonstrate competence in the required course objectives as
examined in each form of assessment.
2.
All examination papers that are failed, and will result in a fail for the course, will be
cross-marked.
3.
Students may work together in researching their assignments but final submissions
must reflect the work and original contribution of each individual student.
4.
Full and detailed acknowledgement (eg notation, and/or bibliography) must be
provided if contributions are drawn from literature in preparation of reports and
assignments. Your written work must properly cite/ reference original work,
author(s), etc.
Citation and referencing must conform to APA (American
Psychological Association) format both in the body of your paper and its attached
reference section.
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EXCERPT FROM GRIFFITH UNIVERSITY POLICY ON ACADEMIC
MISCONDUCT
Full details: http://www.gu.edu.au/ua/aa/ppm/tal/content/Ac_misc.html
Students must conduct their studies at the University honestly, ethically and in
accordance with accepted standards of academic conduct. Any form of academic
conduct which is contrary to these standards is academic misconduct, for which the
University may penalise a student. Specifically it is academic misconduct for a
student to:
•
present copied, falsified or improperly obtained data as if it were the result of
laboratory work, field trips or other investigatory work;
•
include in the student's individual work material which is the result of
significant assistance from another person if that assistance was unacceptable
according to the instructions or guidelines for that work;
•
assist another student in the presentation of that student's individual work in a
way that is unacceptable according to the instructions or guidelines for that
work;
•
cheat; (Cheating is dishonest conduct in assessment);
•
plagiarise; (Plagiarism is knowingly presenting the work or property of another
person as if it were one's own.)
Examples of plagiarism include:
a.
word for word copying of sentences or paragraphs from one or more sources
which are the work or data of other persons (including books, articles, thesis,
unpublished works, working papers, seminar and conference papers, internal
reports, lecture notes or tapes) without clearly identifying their origin by
appropriate referencing; [any word for word copying must be shown as a
direct quotation within quotation marks followed by appropriate referencing.]
b.
closely para-phrasing sentences or paragraphs from one or more sources
without appropriate acknowledgment in the form of a reference to the original
work or works;
c.
using another person's ideas, work or research data without appropriate
acknowledgment;
d.
submitting work which has been produced by someone else on the student's
behalf as if it were the work of the student;
e.
copying computer files in whole or in part without indicating their origin;
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7201MMG Strategic Marketing
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f.
submitting work which has been wholly or partially derived from another
student's work by a process of mechanical transformation. For example,
changing variable names in computer programs.
Penalties
On determination that academic misconduct has taken place, the penalty which may
be imposed on the student is one or more of the following:
a.
a reduced or nil result for the assessment item affected by the academic
misconduct;
b.
a fail grade for the course in which academic misconduct occurred;
c.
exclusion from enrolment in the program for a specified period;
d.
exclusion from the program; readmission to the program is at the discretion of
the Dean based on consideration of the student's case for readmission.
Where a student has been found guilty of academic misconduct on more than one
occasion and has previously been penalised as set out in above a. - c., the penalty
shall normally be exclusion from the program
5.
All assignments submitted for marking must be word processed or typed.
6.
Students must be able to produce a copy of all work submitted if so requested.
7.
Submission Deadlines and Extensions
Submission deadlines will be strictly enforced. Assessment items must be received
by the Convenor (or submitted in the appropriate assignment box) by the due date
and time. Extensions will only be granted on medical or compassionate grounds and
will not be granted because of work or other commitments.
A request for extension must be made in writing to the unit coordinator and must be
approved by the coordinator prior to the submission deadline / due date and time of
the assessment item. Requests outside the above guidelines will not be granted.
Extensions may only be granted for periods of five (5) days at a time. Any request
for additional time will require another written request and approval for an extension.
This policy has been established to ensure fairness to those who complete their work
on time, yet accommodate the rare occasion when an extension of time may be
appropriate.
An assessment item submitted after the due date, without an approved extension,
will be penalised. The penalty is the reduction of the mark allocated to the
assessment item by 20% of the maximum mark applicable for the assessment item,
for each day or part day that the item is late. Weekends count as one day in
determining the penalty. Assessment items submitted more than five days after the
due date are awarded zero marks.
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7201MMG Strategic Marketing
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Assignment submission outside advertised date/time must be submitted to the LATE
ASSIGNMENT box located adjacent to the School of Marketing and Management
reception in GO1 (Business 1 Building), level 2 foyer.
Under no circumstances should assignments be placed under doors or in
mailboxes unless prior arrangements have been made with your course
convenor.
8.
Assignments must be submitted with the following information clearly displayed on
the cover:
• Student name
• Student number
• Course code and course name
• Course Convenor’s name
• Assignment due date and time
• Tutor’s name
• Tutorial day and time
Assignments submitted without this information may not be assessed.
9.
Students are expected to spend time outside formal teaching sessions developing
their skills and knowledge.
10.
Assignments received by fax or email will not be accepted.
11.
Where appropriate, enrolment in this course is undertaken on the basis that prior
assumed knowledge has been gained by the attainment of a grade of “P” (pass) or
better in prerequisite course/s. Failure to adhere to this recommendation may result
in students experiencing difficulty with the course and not being able to successfully
complete it. Additional support or special assistance cannot be expected or
requested if students have not completed the recommended prerequisite course/s.
12.
Grades are awarded by the Faculty of Commerce and Management, not by your
course convenor. Cut-off marks for the various grades in this course as listed below,
are determined by the Faculty at the conclusion of the semester. The following
range of grades apply to this course:
High Distinction (HD)
Exceptional performance indicating complete and comprehensive understanding of
the course matter; genuine mastery of relevant skills; demonstration of an extremely
high level of interpretative and analytical ability and intellectual initiative; and
achievement of all major and minor objectives of the course.
Distinction (D)
Excellent performance indicating a very high level of understanding of the course
matter;development of relevant skills to a very high level; demonstration of a very
high level of interpretive and analytical ability and intellectual initiative; and
achievement of all major and minor objectives of the course.
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7201MMG Strategic Marketing
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Credit (C)
Good performance indicating a high level of understanding of course matter;
development of relevant skills to a high level; demonstration of a high level of
interpretive and analytical ability and achievement of all major objectives of the
course; some minor objectives not fully achieved.
Pass (P)
Satisfactory performance indicating an adequate understanding of most of the basic
course matter; partial development of relevant skills; adequate interpretive and
analytical ability and achievement of all major objectives of the course; failure to
achieve some minor objectives.
Fail (F)
Unsatisfactory performance indicating an inadequate understanding of the basic
course matter; failure to develop relevant skills; insufficient evidence of interpretive
and analytical ability; and failure to achieve major and minor objectives of the course.
Other grades which may be awarded are:
Fail, No Submission (FNS)
Did not present any work for assessment, to be counted as failure
Withdrawal with failure (WF)
Cancelled enrolment in the course after the final date for withdrawal without failure
13.
Students who wish to lodge a grievance about the course or appeal their mark for a
specific item of assessment are advised to follow the process outlined below:
(1) discuss the matter with the course convenor
(2) if agreement can not be reached between the student and the course
convenor, the student is required to submit a written appeal to the course
convenor. The course convenor will appoint a suitably qualified third party to
review the appeal (this third party may be a tutor within the course or some
other member of academic staff with expertise in the course/ assessment
area).
(3) if the student wishes to further appeal the outcome of the review of the third
party, the student is required to submit a written appeal to the Head of the
School of Marketing & Management. The decision of the Head of School is
final.
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7201MMG Strategic Marketing
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__________________________________________________________________________
CASE-REPORT EVALUATION
Case:
Student:
__________________________________________________________________________
Poor
Fair
Good
Excl
1. Evidence of thorough research and wide sources
----------------------------------
2. Survey of key issues and challenges
----------------------------------
3. Incorporation of theory and concepts
----------------------------------
4. Critical analysis and insightful interpretation
----------------------------------
5. Clarity of thought and well-argued application
----------------------------------
6. Creative thinking and innovative solutions
----------------------------------
7. Anticipation of questions and likely objections
----------------------------------
8. Structure, layout and attention to detail
----------------------------------
9. Expression, spelling and grammar
----------------------------------
10. Logical conclusions and recommendations
----------------------------------
Further comments/suggestions: ________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
Grade: ____ /30 marks
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7201MMG Strategic Marketing
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__________________________________________________________________________
CASE-DISCUSSION EVALUATION
Case:
Team:
__________________________________________________________________________
Poor
Fair
Good
Excl
1. Maintenance of audience attention and interest
----------------------------------
2. Rapport and eye-contact with audience
----------------------------------
3. Oral content and structure of presentation
----------------------------------
4. Posture, tone, clarity and gestures
----------------------------------
5. Use of audio-visual presentation technology
----------------------------------
6. Hand-outs, visual aids, samples, etc.
----------------------------------
7. Fostering audience involvement and interaction
----------------------------------
8. Stimulation of debate via questions, exercises
----------------------------------
9. Handling of questions and summing up of outcomes
----------------------------------
10. Smooth progression, pacing and conclusion on time
----------------------------------
Further comments/suggestions: ________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
Grade: ____ /20 marks
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