MKF3131
Strategic marketing
Unit Guide
Semester 1, 2011
The information contained in this unit guide is correct at time of publication. The University has the right
to change any of the elements contained in this document at any time.
Last updated: 27 Feb 2011
Table of Contents
MKF3131 Strategic marketing - Semester 1, 2011..................................................................................1
Chief Examiner:...............................................................................................................................1
Lecturer(s) / Leader(s):....................................................................................................................1
Caulfield...............................................................................................................................1
Tutor(s):.......................................................................................................................................................1
Introduction..................................................................................................................................................2
Unit synopsis...............................................................................................................................................2
Learning outcomes......................................................................................................................................2
Contact hours..............................................................................................................................................2
Workload.....................................................................................................................................................2
Unit relationships.........................................................................................................................................3
Prerequisites....................................................................................................................................3
Prohibitions......................................................................................................................................3
Teaching and learning method....................................................................................................................4
Timetable information......................................................................................................................4
Unit Schedule..................................................................................................................................4
Unit Resources............................................................................................................................................6
Prescribed text(s) and readings.......................................................................................................6
Recommended text(s) and readings................................................................................................6
Library resources.............................................................................................................................6
Blackboard (MUSO).........................................................................................................................6
Q Manual.........................................................................................................................................7
Calculators.......................................................................................................................................7
Assessment.................................................................................................................................................9
Assessment Summary.....................................................................................................................9
Faculty assessment policy...............................................................................................................9
Hurdle requirements........................................................................................................................9
Second marking...............................................................................................................................9
Return of final marks........................................................................................................................9
Applications for extension of time....................................................................................................9
Additional assessment information..................................................................................................9
Assessment tasks..........................................................................................................................10
Assessment task 1.........................................................................................................................10
Assessment task 2.........................................................................................................................10
Assessment task 3.........................................................................................................................12
Assessment task 4.........................................................................................................................13
Examinations.................................................................................................................................14
Examination 1................................................................................................................................14
Special consideration.....................................................................................................................14
Assessment criteria - grading descriptors table.............................................................................15
Appendix....................................................................................................................................................16
MKF3131 Strategic marketing - Semester 1, 2011
Chief Examiner:
Associate Professor Tracey Dagger (semester one); Dr Mauricio Palmeira (semester two)
Lecturer(s) / Leader(s):
Caulfield
Associate Professor Tracey Dagger
Associate Professor
Phone: +61 3 990 31927
Email: Tracey.Dagger@monash.edu
Location: Room 01, Building S6, Caulfield
Mrs Fiona Hare
Email: Fiona.Hare@monash.edu
Location: Caulfield
Ms Gillian Stainforth
Email: Gillian.Stainforth@monash.edu
Location: Caulfield
Tutor(s):
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MKF3131 Strategic marketing - Semester 1, 2011
Introduction
This unit is the capstone unit for the marketing degree. As such, it draws on learning from all prior units.
This unit should be taken in the last semester of your course. The unit will provide an analytical
framework around which marketing problems can be approached and solutions formulated.
Students will be introduced to the development of appropriate market strategies for a range of products
(goods, services and ideas), through the use of cases. The unit will build on the theories explored in all
prior marketing units and will sharpen your ability to analyse, evaluate and implement successful
changes in the development of the organisations marketing strategy. A theoretical grounding in buyer
behaviour, marketing research and integrated communication is essential to the student undertaking this
unit.
You are expected to use all of the prior learning that you have undertaken throughout your degree. This
unit will concentrate on using and applying the theories you have already learned. Students who are
uncomfortable with financial and quantitative analysis will need to review their earlier units. The skills
you develop and reinforce through this unit are directly related to skills that are required by employers.
Unit synopsis
Using the case study method this unit provides an analytical framework from which students can explore
how marketing strategy is applied throughout a variety of industries. Students will be taught how to
analyse, evaluate and implement marketing strategy. A theoretical grounding in introductory marketing,
marketing research, buyer behaviour and communications is essential to students undertaking this unit.
Learning outcomes
The learning goals associated with this unit are to:
1. integrate the theoretical and functional aspects of marketing (and other business disciplines) into
a practical problem-solving framework
2. analyse information supplied from a case and identify the core marketing problem
3. design, evaluate and recommend marketing strategies that solve the identified core marketing
problem
4. source and select relevant marketing theories and marketing tools to support analysis and
recommendations.
Contact hours
3 hours per week
Workload
This unit is composed of a three-hour class per week. The total time commitment expected for this unit is
144 hours. In addition to the 36 hours of class contact, you should plan to spend an additional 108 hours
during the semester in study for this unit. This includes time spent in preparing for and completing
assessment tasks, together with time spent in general study, revision, and examination preparation.
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MKF3131 Strategic marketing - Semester 1, 2011
Unit relationships
Prerequisites
Students must have passed the following three units: MKF2111, MKF2121 and MKF3121
Prohibitions
MKC3130, MKG3440, MKW3131, MKW3440
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MKF3131 Strategic marketing - Semester 1, 2011
Teaching and learning method
This unit is composed of a three-hour class per week. The total time commitment expected for this unit is
144 hours. In addition to the 36 hours of class contact, you should plan to spend an additional 108 hours
during the semester in study for this unit. This includes time spent in preparing for and completing
assessment tasks, together with time spent in general study, revision, and examination preparation.
Timetable information
For information on your timetable, including tutorial allocation if required, please refer to:
http://allocate.its.monash.edu.au/
Unit Schedule
Week
Topic
Activity
Activity
1
Introduction
Form groups for presentation/major
case report; allocate cases
2
Case study method
Submit group member list for
presentation /major report
3
Case – Starbucks #504016
4
Case – Mountain Men #2069 Presentation - Mountain Submit Brief Case Report at end of
Men
class - Mountain Men
5
Workshop class
6
Case – Harrington Collection Presentation #3258
Harrington Collection
7
Case – Marketing James
Patterson #505029
Presentation Marketing James
Patterson
8
Workshop Class
No Presentation
Presentation Starbucks
No presentation
Workshop on Financial Analysis
Workshop class - Discussion of
Major Case Project
Mid Semester Break
9
Case – Saxonville Sausage
Company #2085
Presentation Saxonville Sausage
Company
10
Case - Maria Sharapova #
507065
Presentation - Maria
Sharapova
Submit brief case report at end of
class - Saxonville Sausage
Company
Revised Version of Case
March 8 2010
11
Case – Hilton HHonors
Worldwide: Loyalty Wars
#501010
Presentation - Hilton
HHonors
12
Case – Alpen Bank #597028 Presentation - Alpen
Bank #4559
Submit major case report at end of
class- Flare Fragrances # 4550
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MKF3131 Strategic marketing - Semester 1, 2011
Students should note that the class program outlined above is a guide to the material to be covered in
this unit and not a definitive statement of when that material will be covered. Specific details relating to
the timing will be discussed in class, and posted on the unit website. The complete list of cases will be
available in week 1.
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MKF3131 Strategic marketing - Semester 1, 2011
Unit Resources
Prescribed text(s) and readings
Students are required to purchase cases and unit materials from Harvard Business School Publishing
through this link in the first week of the classes:
http://cb.hbsp.harvard.edu/cb/access/6111047
Recommended text(s) and readings
Library resources
The Monash University Library provides a range of services and resources that enable you to save time
and be more efficient in your learning and research at URL: http://www.lib.monash.edu.au or via the
Library tab in the my.monash portal.
Blackboard (MUSO)
• All unit and lecture materials, plus other information of importance to students, are available
through the MUSO (Monash University Studies Online) site. You can access MUSO via the
My.Monash Portal: http://my.monash.edu.au
Under “Online Systems” click the MUSO hyperlink
In order for your MUSO unit(s) to function correctly, your computer needs to be set up and certain
programs may need to be installed such as a compatible Java version (eg version 1.5.0). This can easily
be done by going to http://www.monash.edu.au/muso/support/students/browserset.html to update the
relevant software.
You can contact MUSO Support by:
Jobdesk: http://jobdesk.monash.edu.au/login/index.cfm?jobdesk_id=14
Email: muso.support@calt.monash.edu.au
Phone: (+61 3) 9903-1268
Operational hours (Monday – Thursday) – local time
Australia: 8 am to 10 pm (8pm Non Teaching period)
Malaysia: 6 am to 8 pm (6 pm Non Teaching period)
South Africa: 11pm to 1pm (11 am Non Teaching period)
Operational hours (Friday) – local time
Australia: Australia: 8 am to 8 pm
Malaysia: 6 am to 6 pm
South Africa: 11pm to 11 am
Operational hours (Saturday-Sunday) – local time (Teaching and Exam Period Only)
Australia: 1 pm to 5 pm
Malaysia: 11 am to 3 pm
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MKF3131 Strategic marketing - Semester 1, 2011
South Africa: 4 am to 8 am
Further information can be obtained from the following site
http://www.monash.edu.au/muso/support/index.html
Q Manual
You will often be directed to cite the source of the ideas, statistics, direct quotations and general
information that you use to prepare your written assignments.
This is important for a number of reasons.
Firstly, it is good professional and ethical conduct to always give due credit to those people whose work
you have borrowed.
Secondly, it is an element of good communication to ensure that your readers can expand their
understanding of your writing by accessing the same sources you have used to formulate your thoughts.
Thirdly, all organisations, including your present or future employer, have written or understood rules of
the behaviour that is valued in that organisation. These rules often include the ways that it communicates
internally and externally. In the academic organisation the intellectual property of other researchers and
writers is highly valued. Citing their work is a way of acknowledging their contribution to scholarship.
The Q Manual shows you how to cite sources and list references correctly.
For referencing, essay/report writing structure, etc., please refer to:
http://www.buseco.monash.edu.au/publications/qmanual.
Calculators
Students will require a calculator for the final examination.
The Faculty has an approved calculator policy that restricts the makes and models of calculators which
students may use. The only type of calculators that will be permitted in the final examination in this unit
will be non programmable and non graphic scientific and financial calculators.
All calculators now require an 'Approved for Use, Department of Marketing’ security label.
What do I need to do?
Those units in which you are enrolled where you are permitted to use a calculator in the examination,
you need to obtain an "Approved for Use, Department of Marketing" label.
These labels are available at:
• Caulfield - Department of Marketing, Building S Level 7 reception
• Clayton - Department of Marketing, Menzies 2.71
• Berwick - Department of Marketing, Building 901 room 125
The following calculators are recommended but you still require an ‘Approved for Use, Department of
Marketing’ label.
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MKF3131 Strategic marketing - Semester 1, 2011
• Citizen SRT-135T
• Casio FXM82MS scientific calculator
• Casio FX82AU scientific calculator
• Casio FX82AU PLUS
• Sharp EL-735 or EL738 financial calculator
Other calculators may be approved at the discretion of the Department of Marketing.
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MKF3131 Strategic marketing - Semester 1, 2011
Assessment
Assessment Summary
Within semester assessment: 75%
Examination (2 hours): 25%
Faculty assessment policy
For information regarding assessment policy, please refer to the appendix at the end of this Unit Guide.
Hurdle requirements
There is a hurdle requirement in this unit.
The learning outcomes in this unit require students to demonstrate in the individual summative
assessment task a comprehensive understanding of the topics covered in the unit. This is demonstrated
by the requirement that the student must attain a mark of at least 50% in the final summative
assessment task.
A student’s final mark is normally the sum of the marks obtained in all of the individual assessment items
in the unit. Where a student fails the unit solely because of failure to satisfy the hurdle requirement a
mark of 48 will be returned for the unit.
The individual summative assessment task is the final exam.
Second marking
For information regarding second marking practice, please refer to
http://www.buseco.monash.edu.au/asg/agu/policies/written-assign.html#secmark
Return of final marks
The final mark that a student receives for a unit will be determined by the Board of Examiners on the
recommendation of the Chief Examiner taking into account all aspects of assessment. The final mark for
this unit will be released by the Board of Examiners on the date nominated in the Faculty Calendar.
Applications for extension of time
For information regarding extensions of time, please refer to
http://www.buseco.monash.edu.au/asg/agu/policies/written-assign.html#extoftime
Additional assessment information
Faculty policy states that “the final mark that a student receives for a unit will be determined by the Board
of Examiners on the recommendation of the Chief Examiner taking into account all aspects of
assessment.”
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MKF3131 Strategic marketing - Semester 1, 2011
Assessment tasks
•
Assessment task 1
Title:
Class participation
Learning objectives assessed:
Critical thinking
Weighting:
20%
Criteria for assessment:
The assessment given for participation is also recognition of the expected time needed to
prepare for each case discussion. It is not merely sufficient to attend class to be
awarded a grade for participation. Both the quantity and the quality of your class
participation will be evaluated. Quality of comments/discussions is considered to be more
important than quantity.
Assessment Guide
The following can be used as a guide for how you will be assessed:
Level 1
Profound comments or questions causing us to rethink
our basic understanding of fundamental issues or
concepts and allowing us to see the topic area from a
new perspective.
Level 2
Perceptive and insightful comments or questions that
explain basic relationships or identify other related
variables of interest.
Level 3
Clarifying comments or questions that explain basic
relationships or identifying other related variables of
interest
Level 4
Silence.
Level 5
Banal, inane, and superficial comments or questions
that provide nothing useful to the discussion and only
take up time.
•
Task details:
Due date:
Throughout the semester
Return of marks:
End of semester
Assessment task 2
Title:
Class Presentation (group)
Learning objectives assessed:
Critical thinking, theory utilization.
Weighting:
20%
Criteria for assessment:
The following can be used as a guide for how you will be assessed:
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MKF3131 Strategic marketing - Semester 1, 2011
Content and analysis:
1. Succinct overview
2. Identification, explanation and relevance of theory
3. Application of theory
4. Quality of solutions provided
5. Relevance of managerial recommendations
6. Quality of analysis
7. Effectively managed and facilitated workshop discussion
Presentation technique:
8. Quality of presentation (audio visual, logic, time management, structure, clarity, eye
contact)
Task details:
See each week of the class schedule for the case to be presented. Students should plan
for their presentation to be 45-50 minutes in length. A professional manner should be
adopted for the presentation. All group members will receive the same grade for the
presentation. Groups are to present even if they are a member short on the day.
The requirements for the presentation are detailed below:
♦ All group members must play an active role in the presentation
♦ Visual aids must be used during the presentation
♦ All groups are required to adhere to the 4 step presentation structure outlined
below
The following structure MUST be adhered to when giving your presentation:
Step One. The presenters will provide the class with a general overview of the case. The
key issues/problems arising from the case should be identified. The overview should be
succinct and a max of 10 minutes (time management will be assessed).
Step Two. The presenters need to identify three main theories, frameworks, models
and/or tools (SWOT and PEST cannot be one of your 3 theories) that can be used to
address the key issues in the case. These should be explained in detail (max 10-15
minutes). The key is to think back over all the units you have taken and find theory that is
most relevant to your case. This will require reading beyond this course.
Step Three. The class will then ‘break’ into workshop groups. The number of workshop
groups you ‘break’ the class into must be decided by your group. You must provide the
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MKF3131 Strategic marketing - Semester 1, 2011
workshop groups with an activity to work on that is related to ONE of the theories that you
have identified as relevant to the case (tip: you could create a fun game to play).
Step Four. The presenters will facilitate the workshop groups and encourage discussion
(max 20 minutes).
•
Step Five. The presenters will then choose oneof the key issues/problems they have
identified in step one and apply relevant theory to addressing this one issue and providing
managerial recommendations (max 5-10 minutes)
Due date:
In your class - as per schedule of unit activities.
Submission details:
Cases and the group assignments are to be handed to your presenter in person at the
end of your class in the week that they are due.
Return of marks:
In the following class.
Assessment task 3
Title:
Brief case reports Mountain Man #2069 and Saxonville Sausage #2085
Learning objectives assessed:
Critical thinking, problem solving.
Weighting:
10% (5% each)
Criteria for assessment:
The following can be used as a guide for how you will be assessed:
Content and analysis:
1. Major issue/problem identified and discussed,
2. Quality of SWOT analysis,
3. Quality of managerial solution(s)
4. Quality of analysis of case
Written technique:
5. Structure of report (logical, well written)
Task details:
You are required to submit a brief case report at the start of your class in week 4
(Mountain Man #2069) and 9 (Saxonville Sausage #2085) Bring along two copies so
that one can be submitted and the other can be used as notes for class discussion. The
brief report should not be more than 2 pages long. The report should (i) identify one
main issue/problem raised in the case, (ii) provide a SWOT analysis, (iii) provide a brief
discussion of managerial solution(s) to the identified issue/problem. Unless given
permission, you will not be allowed to submit your report if you are absent in a class.
Only printed/typed reports will be accepted. No written notes are to be added to the report
during class. The margin of each page should be 1 inch on each side and the font must
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MKF3131 Strategic marketing - Semester 1, 2011
•
be Times New Roman (12 pts).
Due date:
In your class during week 4 and week 9 (submit at start of class)
Return of marks:
In the following class.
Assessment task 4
Title:
Major case report (group) Flare Fragrances # 4550
Learning objectives assessed:
Critical thinking, problem solving, theory utilization.
Weighting:
25%
Criteria for assessment:
The following can be used as a guide for how you will be assessed:
Content and analysis:
1. Background to the situation
2. Major issues/problems identified and discussed,
3. Quality of situational analysis undertaken
4. Analysis of customer segments
5. Application of theory
6. Quality of analysis
7. Quality of managerial solution(s)/recommendations
Written technique:
8.
Structure of report (logical, clearly presented)
9. Writing style (correct grammar, succinct)
Task details:
In the groups you established for your presentations you will need to undertake a major
case report. This report requires you to read, analyse and write a report on the Harvard
‘Flare Fragrances # 4550.’ case. You will need to (i) identify the key issues/problems, (ii)
identify relevant theory, models, frameworks and tools, (iii) apply theory to the
issues/problems identified and (iv) provide managerial solutions, and (v)
recommendations.
The report should not be more than 10 pages long. Tables and figures are allowed for
summarizing information. You will be required to revise the report if it is longer than 10
pages. Only printed reports will be accepted. The margin of each page should be 1 inch
on each side and the font must be Times New Roman (12 pts). The report should be
submitted at the start of class and a copy should be brought along for use during class
discussion.
Due date:
In your class in week 12 (submit at start of class)
Return of marks:
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MKF3131 Strategic marketing - Semester 1, 2011
Examinations
•
Examination 1
Weighting:
25%
Duration:
2 hours
Type (open/closed book):
Open book
Materials examinable:
All material covered during the semester.
Remarks:
The end of semester examination will be in the form of a case study. The final
examination is an OPEN BOOK examination. Students must attain a minimum of 50% of
the marks allocated to the exam in order topass the unit, irrespective of their aggregate
results prior to sitting for the examination. Students are required to retain a copy of their
weekly cases and group assignment until results are finalised. The case will be assigned
prior to the exam.
Special consideration
For information regarding special consideration, please refer to the appendix at the end of this Unit
Guide.
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MKF3131 Strategic marketing - Semester 1, 2011
Assessment criteria - grading descriptors table
High
Distinction
Distinction
(70 - 79%)
(80%+)
General
Outstanding or A very high
description exceptional work standard of
in terms of
work which
understanding, demonstrates
interpretation
originality and
and
insight
presentation
Reading
Strong evidence Evidence of
of independent reading beyond
reading beyond core texts and
core texts and materials
materials
Knowledge Demonstrates Evidence of an
awareness and
of topic
insight,
awareness and understanding
understanding of deeper and
of deeper and more subtle
aspects of the
more subtle
aspects of the topic
topic. Ability to
consider topic in
the broader
context of the
discipline
Articulation Demonstrates Evidence of
of argument imagination or imagination or
flair.
flair.
Demonstrates
originality and
independent
thought
Analytical
Highly
developed
and
evaluative
analytical and
skills
evaluative skills
Problem
Ability to solve
solving
very challenging
problems
Expression Highly
and
developed skills
presentation in expression
appropriate and
to the
presentation.
discipline
Credit
(60 - 69%)
Demonstrates a
Satisfies the
high level of
minimum
understanding and requirements
presentation and a
degree of
originality and
insight
Thorough
Evidence of
understanding of having read core
core texts and
texts and
materials
materials
Fail
(Less than 50%)
Fails to satisfy the
minimum
requirements
Very little evidence
of having read any
of the core texts
and materials
Scant knowledge
Sound knowledge Knowledge of
of principles and
of principles and principles and
concepts
concepts at least concepts
adequate to
communicate
intelligently in
the topic and to
serve as a basis
for further study
Well-reasoned
Sound argument Very little evidence
argument based based on
of ability to
on broad evidence evidence
construct coherent
argument
Evidence of
originality and
independent
thought
Clear evidence Evidence of
of analytical and analytical and
evaluative skills evaluative skills
Ability to solve
non-routine
problems
Well developed
skills in
expression and
presentation.
Pass
(50 - 59%)
Some evidence Very little evidence
of analytical and of analytical and
evaluative skills evaluative skills
Ability to use and Adequate
apply fundamental problem-solving
concepts and skills skills
Good skills in
Adequate skills
expression and
in expression
presentation.
and presentation
Accurate and
consistent
acknowledgement
of sources.
Source: University of Adelaide 2005
Very little evidence
of problem-solving
skills
Inadequate skills
in expression and
presentation.
Inaccurate and
inconsistent
acknowledgement
of sources.
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MKF3131 Strategic marketing - Semester 1, 2011
Appendix
Please visit the following URL: http://www.buseco.monash.edu.au/unit-guide/appendix.html for further
information about:
• Continuous improvement
• Assessment policy
• Grading Scale policy
• Special consideration
• Plagiarism, cheating and collusion
• Plagiarism register
• Non-discriminatory language
• Students with disabilities
• Using the University’s computer and IT facilities
• Faculty policies
• Related links
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