MKC3130
Strategic issues in marketing
Unit Guide
Semester 1, 2012
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: 28 Feb 2012
Table of Contents
MKC3130 Strategic issues in marketing - Semester 1, 2012.................................................................1
Mode of Delivery..............................................................................................................................1
Workload..........................................................................................................................................1
Unit Relationships............................................................................................................................1
Prerequisites........................................................................................................................1
Prohibitions..........................................................................................................................1
Chief Examiner............................................................................................................................................1
Campus Lecturer.........................................................................................................................................1
Clayton.............................................................................................................................................1
Tutors..........................................................................................................................................................2
Clayton.............................................................................................................................................2
Academic Overview...................................................................................................................................3
Learning Objectives.........................................................................................................................3
Graduate Attributes..........................................................................................................................3
Assessment Summary.....................................................................................................................3
Hurdle Requirements...........................................................................................................3
Second marking...................................................................................................................3
Return of final marks............................................................................................................4
Assessment criteria..............................................................................................................4
Teaching Approach.....................................................................................................................................4
Feedback.....................................................................................................................................................4
Our feedback to You........................................................................................................................4
Your feedback to Us........................................................................................................................4
Previous Student Evaluations of this unit....................................................................................................5
Unit Schedule.............................................................................................................................................6
Assessment Requirements......................................................................................................................7
Assessment Tasks...........................................................................................................................7
Assessment task 1...............................................................................................................7
Assessment task 2...............................................................................................................9
Examinations.............................................................................................................................................10
Examination 1................................................................................................................................10
Assignment submission.............................................................................................................................10
Online submission.........................................................................................................................10
Referencing requirements.........................................................................................................................10
Other Information....................................................................................................................................11
Policies..........................................................................................................................................11
Student services............................................................................................................................11
Blackboard (MUSO).......................................................................................................................11
Prescribed text(s) and readings.........................................................................................12
Recommended text(s) and readings..................................................................................12
MKC3130 Strategic issues in marketing - Semester 1, 2012
This subject integrates the conceptual knowledge and skills developed in earlier marketing subjects and
sharpens students' abilities to analyse, evaluate and implement marketing strategies. The subject
emphasises strategic analysis and the process of decision making in a marketing management context.
Mode of Delivery
Clayton (Day)
Workload
Three hours class contact or equivalent per week.
The total time commitment required for this unit is 144 hours. In addition to the 36 hours of class contact
students are expected to devote an additional 108 hours during the semester to studying for this unit.
This includes time spent in the preparing for and completing assessment tasks, together with time spent
in general study, revision, and exam preparation. It is anticipated that students will need to allow
approximately 6 - 8 hrs per week to prepare case materials prior to attending class.
Unit Relationships
Prerequisites
MKC2210
Prohibitions
MKF3131, MKG3440, MKW3131, MKW3440
Chief Examiner
Mr Munyaradzi Nyadzayo
Campus Lecturer
Clayton
Mr Munyaradzi Nyadzayo
Campus: Clayton
Phone: +61 3 990 52484
Email: Munyaradzi.Nyadzayo@monash.edu
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MKC3130 Strategic issues in marketing - Semester 1, 2012
Tutors
Clayton
Mr Paul Murphy
Campus: Caulfield
Email: Paul.Murphy@monash.edu
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Academic Overview
Learning Objectives
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 a marketing problem based on supplied information
3. design and recommend marketing strategies within a given context
4. source and select relevant marketing theories to support analysis and recommendations.
Graduate Attributes
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
Assessment Summary
Hurdle Requirements
There is a hurdle requirement for 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 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 summarive assessment task is the final exam.
Second marking
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.
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Academic Overview
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.
Return of final marks
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
Assessment Criteria Grading Descriptors available at:
http://www.buseco.monash.edu.au/esg/agu/policies/assessment.html.
Assessment Task
Value
Due Date
Assignment 1 - Individual case analysis and
graded participation
30%
Individual case analysis due fortnightly Weeks 4, 6, 8 & 10. Weekly graded
participation.
Assignment 2 - Group Case Analysis:
Written Component
20%
Week 11 on 18 May 2012 by 5pm.
Examination 1
50%
To be advised
Teaching Approach
Feedback
Our feedback to You
Types of feedback you can expect to receive in this unit are:
Your feedback to Us
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
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Academic Overview
Previous Student Evaluations of this unit
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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Unit Schedule
Week
Activities
0
Assessment
No formal assessment or activities are
undertaken in week 0
1
Course introduction (3hr Seminar) - Case analysis
process
2
Case analysis (3hr Seminar): Case - Starbucks
In-class case analysis workshop requires preparation and participation.
3
Case analysis 1 (3hr tutorial): Case - Competition in
the Bottled Water Market
Graded participation
4
1hr lecture and Case analysis 1 (2hr tutorial): Case Competition in the Bottled Water Market
Graded 10-page case analysis and
graded participation
5
1hr lecture and Case analysis 2 (2hr tutorial): Case Cowgirl Chocolates
Graded participation
6
NO lecture (Good Friday) BUT submit Case analysis 2 Graded 5-page case analysis (Due 5th of
(No tutorial): Case - Cowgirl Chocolates
April, Thursday by 12 noon)
7
1hr lecture and Case analysis 3 (2hr tutorial): Case Botton Village
Graded participation
8
1hr lecture and Case analysis 3 (2hr tutorial): Case Botton Village
Graded 3-page case analysis and
graded participation
9
1hr lecture and Case analysis 4 (2hr tutorial): Case Alpen Bank
Graded participation
10
1hr lecture and Case analysis 4 (2hr tutorial): Case Alpen Bank
Graded 1-page case analysis and
graded participation
11
No formal classes
Major written report - group assignment Due 18th of May 2012 by 5pm
12
Revision (3hr lecture)
SWOT VAC
No formal assessment is undertaken
SWOT VAC
Examination period
LINK to Assessment Policy:
http://policy.monash.edu.au/policy-bank/
academic/education/assessment/
assessment-in-coursework-policy.html
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Assessment Requirements
Assessment Tasks
•
Assessment task 1
Title:
Assignment 1 - Individual case analysis and graded participation
Due date:
Individual case analysis due fortnightly - Weeks 4, 6, 8 & 10. Weekly graded participation.
Details of task:
This is a task for an individual. During the semester you will be required to solve the cases
as designated in the tuition program. For each case you are required to participate in
class discussion of the case study with emphasis on the problem, the analysis used to
determine the identified problem, and the suggested solutions. Additionally you will be
required to submit at the beginning of each seminar (i.e. Weeks 4, 6, 8 & 10) a typed
analysis of and solution to the case, for which you will receive written feedback. Please
retain a copy for your reference during the seminar. You must attend the tutorial for your
case to be accepted for marking and feedback. No feedback will be provided to students
who do not attend the class.
Details of how to do a case analysis are detailed on the units Blackboard site, the unit text
and will be discussed in the first two weeks of class.
Word limit:
It is expected that the written submission for Weeks 4 and 6 will be approximately five and
no more than ten pages. As students increase their case analysis skills the page limit will
be reduced and the final submission (Week 10) will be no more than one page.
Weighting/Value:
30%
Estimated return date:
All cases submitted for assessment will be returned during the tutorial sessions a week
after their submission. Students cannot collect cases on behalf of other students. The
grade on the case study is for the written component only (75%) and is no indication of the
participation component (25%).
Criteria for marking:
The total marks for this element of assessment are 30 – these are distributed amongst the
cases. Greater weighting is put on the cases submitted later in the semester as this unit is
based on the principle that you will be learning the skill of case analysis, thus will improve
during the course of the semester. The mark for each case is split between the written
component (75%) and class discussion (25%).
The assessment given for participation is also recognition of the expected time required to
prepare for each seminar. It is NOT sufficient to merely attend class to be awarded
participation marks. Both the quantity and the quality of your class participation will be
evaluated. Quality of comment or discussion is considered to be more important than
quantity. The following can be used as a guide for how you will be assessed (levels five
and six are fails).
1st level: Perceptive and insightful 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.
2nd level: Comments or questions that critique issues, relationships or methods or
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Assessment Requirements
identify other related variables of interest.
3rd level: Comments or questions that explain or query basic issues, relationships or
appropriate methods.
4th level: Comments or questions that identify basic issues or appropriate methods.
5th level: Silence.
6th level: Banal, inane, and superficial comments or questions that provide nothing useful
to the discussion and only take up time.
The feedback on the written submission will be based on accuracy of analysis, clear
identification of a marketing issue, three alternate solutions to the identified issue, the
evaluation of the alternatives and subsequent recommendation of solution. Emphasis will
be placed on logic and an unambiguous connection between each element of the case
analysis.
Learning objectives assessed:
Critical thinking
Submission details:
Written cases need to be submitted at the beginning of each seminar (i.e. Weeks 4, 6, 8 &
10); if students do not attend the entire seminar they cannot receive marks or feedback
for that case.
Penalties for late lodgement:
Applications for extension of time.
All applications for an extension of the time allocated to an assessment task (including the
weekly submissions) must be made in writing to the unit leader using the form available
at; http://www.buseco.monash.edu.au/student/exams/specconsemester.html
Approval if granted will be in writing and will be recorded on the Faculty Assignment Cover
sheet accompanying the assessment task by the unit leader.
Penalties for late lodgement
A penalty of 10% of the mark allocated to the assessment task will be deducted for each
day (or part thereof) that the assessment is late (this includes late attendance at the
tutorial). Computer, disk or printer malfunction is not an acceptable excuse. Plan for
technology to fail - it often does. As Assignment 2 is group based it is up to the entire
group to ensure that the assignment is submitted on time regardless of the performance of
individual members. The illness of one group member is usually not enough to warrant an
extension. The ability to develop and use managerial skills is a fundamental requirement
of the assessment.
Assessment coversheet:
Work submitted for assessment must be accompanied by a completed copy of the Faculty
Cover Sheet which has been signed by the student. No assignment will be accepted or
marked if it is not accompanied by a signed Assignment Cover Sheet. This includes the
written cases to be submitted in Weeks 4, 6, 8 & 10.
In the case of a group assignment, each member of the group must complete, sign and
attach to the assignment a separate copy of the Faculty Cover Sheet. The correct cover
sheet is available on the units MUSO site and at
http://www.buseco.monash.edu.au/student/forms/assessment-coversheet.pdf
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Assessment Requirements
Assessment task 2
Title:
Assignment 2 - Group Case Analysis: Written Component
Due date:
Week 11 on 18 May 2012 by 5pm.
Details of task:
This is a task for a group of 3 - 4 students. Students will select their own groups from
within the tutorial by Week 3. The group will be allocated a case, and the group will be
assessed for the written report submitted. The group assignment should take the form of a
report to management and will require you to assume the role of a marketing consultant.
As such you will identify the problem to be solved, analyse the case materials in a logical
way, and propose courses of action.
Word limit:
It is expected that the written submission for the assignment will be no more than 7,000
words.
Weighting/Value:
20%
Estimated return date:
Assignment 2 will be returned to the group during class in Week 12. Grades and feedback
will be given at this time.
Learning objectives assessed:
Unit learning goals 1-4.
Submission details:
The written report is due Week 11 by 12 noon Friday to be submitted in the Department
of Marketing Assignment box located outside Room E277 Menzies Bldg.
Penalties for late lodgement:
Applications for extension of time.
All applications for an extension of the time allocated to an assessment task (including the
weekly submissions) must be made in writing to the unit leader using the form available
at; http://www.buseco.monash.edu.au/student/exams/specconsemester.html
Approval if granted will be in writing and will be recorded on the Faculty Assignment Cover
sheet accompanying the assessment task by the unit leader.
Penalties for late lodgement
A penalty of 10% of the mark allocated to the assessment task will be deducted for each
day (or part thereof) that the assessment is late (this includes late attendance at the
tutorial). Computer, disk or printer malfunction is not an acceptable excuse. Plan for
technology to fail - it often does. As Assignment 2 is group based it is up to the entire
group to ensure that the assignment is submitted on time regardless of the performance of
individual members. The illness of one group member is usually not enough to warrant an
extension. The ability to develop and use managerial skills is a fundamental requirement
of the assessment.
Assessment coversheet:
Work submitted for assessment must be accompanied by a completed copy of the Faculty
Cover Sheet which has been signed by the student. No assignment will be accepted or
marked if it is not accompanied by a signed Assignment Cover Sheet. This includes the
fortnightly case studies.
In the case of a group assignment, each member of the group must complete, sign and
attach to the assignment a separate copy of the Faculty Cover Sheet. The correct cover
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Assessment Requirements
sheet is available on the units MUSO site and at
http://www.buseco.monash.edu.au/student/forms/assessment-coversheet.pdf
•
Examinations
• Examination 1
Weighting:
50%
Length:
2 hours
Type (open/closed book):
Closed book
Hurdle requirements:
Students must attain a minimum of 50% of the marks allocated to the exam in order to
pass the unit, irrespective of their aggregate results prior to sitting for the examination.
Electronic devices allowed in the exam:
University-approved calculators
Remarks:
The exam will be on a case that will be distributed to students in class in Week 12.
Questions will be asked about the case that will require students to use the skills that they
have developed during the semester. Examples of previous exam questions will be
available through the unit's Blackboard site. Students may take calculators, the case and
any notes (A4 paper) they make into the exam.
Assignment submission
Online submission
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.
Referencing requirements
The Q manual will show you how to cite sources and list references correctly. You are highly advised to
use it. The Q manual can be accessed on the following
link: http://www.buseco.monash.edu.au/qmanual/qmanual-2012.pdf
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Other Information
Policies
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-po
• Special Consideration
(http://www.policy.monash.edu/policy-bank/academic/education/assessment/special-consideration-policy.h
• 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.
Student services
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.
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
11
Other Information
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
Further information can be obtained from the following site
http://www.monash.edu.au/muso/support/index.html
Prescribed text(s) and readings
Case and unit materials will be provided to students through the Blackboard (MUSO).
Recommended text(s) and readings
Recommended text(s)
Aaker, D. A. (2005). Strategic Market Management (7th ed). John Wiley & Sons.
Alsem, K. J. (2007). Strategic Marketing: an applied perspective. McGraw Hill.
Brown, L. (1997). Competitive marketing strategy: Dynamic manoeuvring for competitive position (2nd
ed). Nelson.
Cravens, D. W., & Piercy, N. F. (2006). Strategic Marketing (8th ed). McGraw-Hill Irwin.
Hartley, R. F. (2004). Marketing mistakes and successes (9th ed). John Wiley and Sons.
Hooley, G., Saunders, J., & Piercy, N. (2004). Marketing Strategy and Competitive Positioning (3rd ed).
Prentice Hall
Jain, S.C. (2004). Marketing: planning & strategy (7th ed). Thompson
Lehmann, D. R. & Winer, R.S. (2007). Analysis for marketing planning. (7th ed.) McGraw-Hill Irwin:
Boston.
Walker, O. C., Gountas, J. I., Mavondo, F. T., & Mullins, J. W. (2012). Marketing Strategy: a
decision-focused approach (2nd ed). McGraw-Hill Irwin.
Walker, O. C., Mullins, J. W., Boyd, H. W., & Larreche, J. C. (2006). Marketing Strategy: a
decision-focused approach (5th ed). McGraw-Hill Irwin.
Ohmae, K. (1982). The Mind of the Strategist. Penguin.
Peter, J. P., & Donnelly, J. H. (2007). Marketing Management: knowledge and skills (8th ed).
McGraw-Hill Irwin
Porter, M. E. (1980). Competitive strategy - Techniques for Analysing Industries and Competitors.
Free Press.
Reed, P. (2006). Strategic Marketing Planning (2nd ed). Thomson: Melbourne
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Other Information
Sargeant, A. (2005). Marketing management for non-profit organisations (2nd ed). Oxford University
Press.
Thompson, A. A., Strickland, A. J. & Gamble, J. E. (2007). Crafting and Executing Strategy: the quest for
competitive advantage concepts and cases, 15th ed. McGraw Hill Irwin
All text books and notes from all prior subjects in your degree.
Recommended readings
A list of recommended readings is provided on the MUSO site as necessary.
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. Use it.
For referencing, essay/report writing structure, etc. url:
http://www.buseco.monash.edu.au/qmanual/qmanual-2012.pdf
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