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: 17 Jul 2012

MKF3131 Strategic marketing - Semester 2, 2012..................................................................................1
Mode of Delivery..............................................................................................................................1
Workload..........................................................................................................................................1
Unit Relationships............................................................................................................................1
Prerequisites........................................................................................................................1
Prohibitions..........................................................................................................................1
Chief Examiner............................................................................................................................................1
Campus Lecturer.........................................................................................................................................1
Caulfield...........................................................................................................................................1
Academic Overview...................................................................................................................................3
Learning Objectives.........................................................................................................................3
Graduate Attributes..........................................................................................................................3
Assessment Summary.....................................................................................................................3
Hurdle Requirements...........................................................................................................3
Second marking...................................................................................................................4
Return of final marks............................................................................................................4
Assessment criteria..............................................................................................................4
Teaching Approach.....................................................................................................................................4
Feedback.....................................................................................................................................................4
Our feedback to You........................................................................................................................4
Your feedback to Us........................................................................................................................5
Previous Student Evaluations of this unit....................................................................................................5
Unit Schedule.............................................................................................................................................6
Assessment Requirements......................................................................................................................7
Assessment Tasks...........................................................................................................................7
Assessment task 1...............................................................................................................7
Assessment task 2...............................................................................................................7
Assessment task 3...............................................................................................................9
Assessment task 4.............................................................................................................10
Examinations.............................................................................................................................................10
Examination 1................................................................................................................................10
Assignment submission.............................................................................................................................11
Online submission.........................................................................................................................11
Other Information....................................................................................................................................12
Policies..........................................................................................................................................12
Student services............................................................................................................................12
Moodle 2........................................................................................................................................12
Prescribed text(s) and readings.........................................................................................13

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.
• Caulfield (Day)
• Caulfield (Evening)
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.
Students must have passed the following three units: MKF2111, MKF2121 and MKF3121
MKC3130, MKG3440, MKW3131, MKW3440
Dr Junzhao Ma (semester 1)
Dr Mauricio Palmeira (semester 2)
Dr Mauricio Palmeira
Campus: Caulfield
Phone: +61 3 990 31592
Email: Mauricio.Palmeira@monash.edu
Mrs Vivian Pontes
Campus: Caulfield
Email: Vivian.Pontes@monash.edu
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MKF3131 Strategic marketing - Semester 2, 2012
Mrs Fiona Hare
Campus: Caulfield
Email: Fiona.Hare@monash.edu
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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.
Monash prepares its graduates to be:
1. responsible and effective global citizens who: a. engage in an internationalised world b. exhibit cross-cultural competence c. demonstrate ethical values
2. critical and creative scholars who: a. produce innovative solutions to problems b. apply research skills to a range of challenges c. communicate perceptively and effectively
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.
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Academic Overview
Where an assessment task is given a fail grade by an examiner, that piece of work will be marked again by a second examiner who will independently evaluate the work, and consult with the first marker. No student will be awarded a fail grade for an assessment task or unit without a second examiner confirming the result.
Note: Exceptions to this are individual pieces of assessment contributing 10% or less of the final mark, unless the total of such pieces exceeds 30% of the final mark.
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'.
The final mark for this unit will be released by the Board of Examiners on the date nominated in the
Faculty Calendar. Student results will be accessible through the my.monash portal.
Assessment Criteria Grading Descriptors available at: http://www.buseco.monash.edu.au/esg/agu/policies/assessment.html.
Assessment Task
Class participation
Value Due Date
20% Throughout the semester
Mini Theory Workshop (group) 15% In your class - as per schedule of unit activities.
Case reports 20% due in class in weeks 5 and 9
Case presentation (group)
Examination 1
20% in your class in week 12
25% To be advised
Types of feedback you can expect to receive in this unit are:
• Informal feedback on progress in labs/tutes
• Graded assignments with comments
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Academic Overview
Monash is committed to excellence in education and regularly seeks feedback from students, employers and staff. One of the key formal ways students have to provide feedback is through SETU, Student
Evaluation of Teacher and Unit. The University's student evaluation policy requires that every unit is evaluated each year. Students are strongly encouraged to complete the surveys. The feedback is anonymous and provides the Faculty with evidence of aspects that students are satisfied and areas for improvement.
For more information on Monash's educational strategy, and on student evaluations, see: http://www.monash.edu.au/about/monash-directions/directions.html
http://www.policy.monash.edu/policy-bank/academic/education/quality/student-evaluation-policy.html
If you wish to view how previous students rated this unit, please go to https://emuapps.monash.edu.au/unitevaluations/index.jsp
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Week
0
Activities
1 Introduction
2 Porter 5 Forces and Financial Analysis
3 Case Nestle Refrigerated Foods #595-035
4 Case Starbucks #504-016
5 Case Tweeter etc. #597-028
6 Case Hilton HHonors Worldwide #501-010
7 Video Case (no preparation required)
8 Case Kingsford Charcoal #506-020
9 Case Aqualisa #502-030
10 Case Natureview Farm #2073
11 Case Alpen Bank #4559
12 Case TBD
SWOT VAC
Examination period
Assessment
No formal assessment or activities are undertaken in week 0
Mini Theory Workshop - group 1
Mini Theory Workshop - group 2
Mini Theory Workshop - group 3; submit case report 1 at beginning of class
Mini Theory Workshop - group 4
Mini Theory Workshop - group 5
Mini Theory Workshop - group 6; submit case report 2 at beginning of class
Mini Theory Workshop - group 7
Case presentation, 10 min each group
No formal assessment is undertaken
SWOT VAC
LINK to Assessment Policy: http://policy.monash.edu.au/policy-bank/ academic/education/assessment/ assessment-in-coursework-policy.html
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•
Title:
Class participation
Due date:
Throughout the semester
Details of task:
Weighting/Value:
20%
Estimated return date:
End of semester
Criteria for marking:
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
Level 3
Perceptive and insightful comments or questions that explain basic relationships or identify other related variables of interest.
Clarifying comments or questions that explain basic relationships or identifying other related variables of interest
Learning objectives assessed:
Critical thinking
•
Title:
Mini Theory Workshop (group)
Due date:
In your class - as per schedule of unit activities.
Details of task:
This is a group task. Each week, a group is assigned to preside over a brief theory workshop to apply relevant theory to the case discussed in that week (please see the class schedule for the case to be analysed). The workshop is about 20 to 30 minutes in
length. A professional manner should be adopted. All group members will receive the same grade for the workshop. Groups are to preside over the workshop even if they are a member short on the day.
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Assessment Requirements
The requirements for the workshop are detailed below:
♦ All group members must play an active role in the workshop
♦ Visual aids must be used during the workshop
♦ The workshop should consist of two components, which are outlined below
The following structure MUST be adhered to in your workshop:
Step One - presentation (10 - 15 minutes). The group need to identify and present three main theories, frameworks, models and/or tools that can be used to address the key issues in the case. These should be explained in detail. 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. Important: For weeks 5 and 9, Porter 5 Forces cannot be one of your 3 theories, as it will be in the case report.
Presentation slides need to be submitted via email to the course instructor by 5pm on the day before the class
Step Two - breakout activity (10 - 15 minutes). 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 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). Importantly, the activity should be about understanding the theory and not about the case. You can take this theory and apply to a different context. The presenters will facilitate the workshop groups and encourage discussion. You should provide a brief summary of the main findings/takeaways upon the conclusion of the breakout activity.
Weighting/Value:
15%
Estimated return date:
In the following class.
Criteria for marking:
The following can be used as a guide for how you will be assessed:
Content and analysis:
1. Identification, explanation and relevance of theory
2. Application of theory
3. Quality of analysis
4. Effectively managed and facilitated workshop discussion
Presentation technique:
5. Quality of presentation (audio visual, logic, time management, structure, clarity, eye contact)
Learning objectives assessed:
Critical thinking, theory utilization.
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Assessment Requirements
Submission details:
Presentation slides need to be submitted via email to the course instructor by 5pm on the day before the class
•
Title:
Case reports
Due date: due in class in weeks 5 and 9
Details of task:
This is an individual assignment. You are required to submit a brief case report at the
start of your class in week 5 (Tweeter etc.) and week 9 (Aqualisa). 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. A third page can be used as an appendix to show any calculations that you may decide to do. The report should (i) identify one main issue/problem raised in the case, (ii) provide a Porter 5 forces 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 be Times New Roman (12 pts)
.
Weighting/Value:
20%
Estimated return date:
In the following class.
Criteria for marking:
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. Insight and depth of understanding
3. Quality of Porter 5 forces analysis
4. Quality of managerial solution(s)
5. Quality of analysis of case
Written technique:
6. Well structured
7. Concise
Learning objectives assessed:
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Assessment Requirements
Critical thinking, problem solving, ability to write in a coherent and persuasive manner
•
Title:
Case presentation (group)
Due date: in your class in week 12
Details of task:
This is a group assignment. Each group will deliver a 10-minute presentation on a designated case. You are expected to identify the key issues/problems of the case and recommend a suitable course of action. Most importantly, you need to support your arguments and recommendations with sound analysis and compelling evidence.
As often the case in the real world, there is likely to be more than one reasonable course of action and every decision comes with its own risk and rewards. You need to demonstrate that you are cognizant of the pros and cons of your recommendation and why you believe that it is preferable to the other alternatives.
Presentation slides should be submitted via email to the course instructor by 5pm on the day before your presentation.
Weighting/Value:
20%
Estimated return date:
Criteria for marking:
Content and analysis:
1. Identification and explanation of key issues of the case
2. Insight and depth of understanding
3. Quality of analysis and solutions provided
4. Quality of presentation (clarity, persuasiveness, ability to handle questions)
Learning objectives assessed: critical thinking, analytical skills, ability to communicate and persuade
Submission details:
Presentation slides should be submitted via email to the course instructor by 5pm on the day before your presentation.
•
Weighting:
25%
Length:
2 hours
Type (open/closed book):
Open book
Electronic devices allowed in the exam:
None
Remarks:
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Assessment Requirements
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.
If Electronic Submission has been approved for your unit, please submit your work via the VLE site for this unit, which you can access via links in the my.monash portal.
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Monash has educational policies, procedures and guidelines, which are designed to ensure that staff and students are aware of the University's academic standards, and to provide advice on how they might uphold them. You can find Monash's Education Policies at: http://policy.monash.edu.au/policy-bank/academic/education/index.html
Key educational policies include:
• Plagiarism
(http://www.policy.monash.edu/policy-bank/academic/education/conduct/plagiarism-policy.html)
• Assessment
(http://www.policy.monash.edu/policy-bank/academic/education/assessment/assessment-in-coursework-policy.html)
• Special Consideration
(http://www.policy.monash.edu/policy-bank/academic/education/assessment/special-consideration-policy.html)
• Grading Scale
(http://www.policy.monash.edu/policy-bank/academic/education/assessment/grading-scale-policy.html)
• Discipline: Student Policy
(http://www.policy.monash.edu/policy-bank/academic/education/conduct/student-discipline-policy.html)
• Academic Calendar and Semesters (http://www.monash.edu.au/students/key-dates/);
• Orientation and Transition (http://www.infotech.monash.edu.au/resources/student/orientation/); and
• Academic and Administrative Complaints and Grievances Policy
(http://www.policy.monash.edu/policy-bank/academic/education/management/complaints-grievance-policy.html)
The University provides many different kinds of support services for you. Contact your tutor if you need advice and see the range of services available at www.monash.edu.au/students
The Monash University Library provides a range of services and resources that enable you to save time and be more effective in your learning and research. Go to http://www.lib.monash.edu.au or the library tab in my.monash portal for more information.
Students who have a disability or medical condition are welcome to contact the Disability Liaison Unit to discuss academic support services. Disability Liaison Officers (DLOs) visit all Victorian campuses on a regular basis
• Website: http://adm.monash.edu/sss/equity-diversity/disability-liaison/index.html;
• Telephone: 03 9905 5704 to book an appointment with a DLO;
• Email: dlu@monash.edu
• Drop In: Equity and Diversity Centre, Level 1 Gallery Building (Building 55), Monash University,
Clayton Campus.
All unit and lecture materials, plus other information of importance to students, are available through the virtual learning environment Moodle site. You can access Moodle via the my.monash portal.
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Other Information
Where to go for help
If you're stuck, confused or simply not sure how to approach Moodle, there are a number of Moodle resources that you can tap into.
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/13140145
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