Course Description
Name of University : Assumption University
School/Faculty/Department : Martin de Tours School of Management
Department of Marketing
1. General Information
1. Course ID: MKT4725
Course Title: Competitive Analysis and Strategy
2. Credit Units:
3 Credit Units
3 hours/week, totally 45 hours
Lecture, Workshop and Self Study
3. Programme and Categorization of course:
Bachelor of Business Administration Program in Marketing
Major required courses
4. Responsible faculty member and list of instructors:
Dr. Suwanna K.
A. Tuangporn
A. Porameth
5. Semester/Year level:
2/Sophomore
Senior Standing
Over 90 Credits or Department Chairperson’s approval
6. Pre-requisite Course:
MKT2280 Principles of Marketing
7. Co-requisite Course:
N/A
8. Place of study:
Assumption University, Suvarnabhumi Campus
Assumption University, Huamark Campus
9. Date of preparation or latest update:
January 10, 2010
2. Learning Objectives and Development Objectives
1. Learning objectives:
- To solidify understanding of fundamental tools of competitive analysis so that
these tools can be used.
- To develop the role of industry structure and the impact structure tends to have
on competitive strategy and profitability.
- To begin to build skill in competitive analysis, which entails formation of
marketing, production, channel, investment and pricing strategies based on the
way competitive forces appear to work themselves out in the market.
- To analyze strategies to compete with competitors both direct and indirect,
finally, make the future direction for strategic business unit and company.
2. Objectives for course development/improvement
- Update the course content and add some new examples, especially through
online, workshop in class applied from theoretical concept to practice through the
semester project.
- Emphasize more for the knowledge of marketing strategies, competitive tools
and strategic directions for cooperations.
3. Course Content and Activities
1.
Course content:
Provision of analytical concepts in competitive environment; efficient market
functioning, industry analysis, strategic groups in industry, local and global
competition; also encompassing analysis for competitive advantage, vertical
linkages, corporate diversification, and competitive strategic alliances;
understanding the rivalry using game theory, product positioning, competitive
pricing, research and development in competitive environment.
2.
Number of hours per each semester:
Lecture
Tutorial
Lab/Field
Self-study
Study/Workshop
Lecture 45 hours
Upon requested
Workshop/Project
3 hours per week
3.
Number of hours per week for advising and academic counseling for
individual students:
- Students can request for academic advices prior/after classes or in class
hours.
- Students can make appointment or stop by at the faculty members’ offices
during the specified office hours (18 hours per week).
- Students can request academic help through the website of the Department
or emails of faculty members.
- Students can download course materials from the Department website.
4. Learning Outcomes
1.
2.
Morals and ethics:
1.1
Morals and ethics needed to develop
- Possess ethical, moral and honest behavior academically and
professionally
- Have self disciplinary and punctuality
- Pay respect to other people’s rights and their opinions
- Comply with rules and regulations of the university, the
organizations and the society
- Comply with professional codes of conducts
- Make valuable contributions to the society
1.2
Methodology
- Emphasis on the importance of ethical and moral issues in the real
business world
- Case study of problems of unethical behavior in the real business
world
- Examples of unethical and immoral behavior in class lecture and
discussion
1.3
Assessment
- Students’ manners in class (pay respect to classmates and lecturer,
come on time to the class, etc.)
- Students’ disciplines (follow the university’s policy and classroom
policies, on time submission of assigned works, no plagiarism, etc.)
- Students’ self contributions to the society
- Performance evaluation on quizzes, exams and project
Knowledge:
2.1
Expected knowledge to be gained
- Gain overall knowledge in the competitive analysis and strategy in
the marketing field
- Possess clear understanding of theories and principles of and new
development in marketing and related industries
- Possess analytical skills, problem-solving skills, communication
skills, ICT skills, business skills to be successful
entrepreneurs/marketing managers
- Able to integrate marketing knowledge in making effective business
decisions
- Able to apply the research findings to handle business problems and
develop new business and marketing knowledge
- Update and understand changes in professional norms, values, rules,
and regulations under market and related industries
2.2
Methodology
- Class lecture on theories and practical knowledge
- Examples of real world situations
- Class discussion on case study, concerned marketing problems, etc.
- Project
- Presentations
2.3
Assessment
- Quizzes, midterm and final examinations
3.
4.
5.
- Project evaluation
- Questions and answers in class discussion
Intellectual Skills:
3.1
Intellectual skills needed to develop
- Able to critically and logically analyze business/marketing problems
- Able to apply theories to develop effective action plans for business/
marketing problems
- Have innovative and initiative ideas in utilizing theoretical
knowledge to solve business problems
- Able to solve the problems intellectually, wisely and professionally
- Able to analyze and predict the expected outcomes from decision
making, problems solving, business practices and marketing decision
- Able to perform routine and assigned tasks effectively
- Able to initiate and develop systematic, effective, efficient working
process with respect to the real situation
- Able to evaluate data and ideas as well as gather new evidences from
various sources of information
3.2
Methodology
- Self learning and searching information from the Internet and other
sources of information
- Project
- Class discussion on concerned topics
3.3
Assessment
- Quizzes, midterm and final examinations
- Project evaluation
- Questions and answers in class discussion
Interpersonal skills and responsibility:
4.1
Interpersonal skills and responsibility needed to develop
- Able to manage emotional behaviors in oneself and others
- Able to cope with changing environmental issues and work pressures
- Open and willing to learn and reasonably accept criticism
- Able to work as a team
- Able to communicate effectively in a diverse team
- Have responsibility in the assigned tasks
- Continuously engage in self and professional development
- Have good time management
- Possess ability of being a good leader and a good follower and
solving problems based on their priority
- Contribute in making effective solutions to group problems
4.2
Methodology
- Group discussion in class
- Group project
4.3
Assessment
- Self evaluation on group project
- Peer evaluation on group project
- Class observation in students’ engagement and responsibility
Quantitative skills, communication skills, and ICT skills:
5.1
Quantitative skills, communication skills, and ICT skills
- Possess and able to apply appropriate quantitative skills and
5.2
5.3
techniques in mathematics, statistics, finance and accounting to solve
problems
- Possess information and communication technology skills
- Possess ability in acquiring and analyzing competitive information in
making business/marketing decisions
- Possess ability in summarizing, communicating and presenting
information effectively
- Possess discretion in the use of communication and information
technology in an appropriate manner
Methodology
- Self learning and searching information from the Internet
- Class discussion
- Presentation
- Class assignments for case study, problems-solving, etc.
Assessment
- Project evaluation
- Class discussion evaluation
- Presentation evaluation
- Assignment evaluation
5. Course Planning and Assessment
1. Course planning (follow มคอ.3,book #15, page 6)
TENTATIVE CLASS SCHEDULE
PERIOD/
3 Hrs.
CHAPTER AND TOPICS
PREPARATION
FOR NEXT
PERIOD
PART I: INDUSTRY ANALYSIS
INTRODUCTION
MARKETING STRATEGIC
MANAGEMENT
SET UP TEAM MEMBERS (5 PEOPLE)
(Ch.1)
Worksheets:
Discussion- Select one industry, identify
1.List
of
team players (companies within that industry) and
members
select one player (product and brand) as
2. Market fact sheet
your selected term’s project.
(for students’
Case
study:
download
at
preparation)
www.sm.au.edu/mkt (self-learning)
Class 1
Class 2
Worksheets:
1.Blank sheet for
graph
2. Advantage matrix
3. PESTEL
4. Micro worksheet
Class 3
Worksheets:
1.Five forces
- Find out
industry/market
size, market growth
rate, segment share,
segment growth
rate, market share
of your selected
brand.
- Find out the
PESTEL related
your
company/brand.
MARKET/INDUSTRY ANALYSIS
(Special in-class lecture)
INDUSTRY EVOLUTION and
FORECASTING (p82)
ADVANTAGE MATRIX (p89)
PESTEL AND MICRO ENVIRONMENT
(Ch.3, p59~)
Workshop: Draw graph showing market
size,
growth rate, segment share
PESTEL
Case study: download at
www.sm.au.edu/mkt (self-learning)
- Prepare the
analysis of
opportunities and
threats, EFE matrix
FIVE FORCES MODEL (p73)
OT ANALYSIS
EFE MATRIX (Special in-class lecture)
(Ch.3-continue and supplementary
material)
-Workshop: Five forces model to explain
-Find
SBU
(strategic business
units)
of
the
company
chosen
and each SBU’
market size, market
2. EFE
each selected industry/brand and develop
some strategies
- EFE MATRIX
Case study: download at
www.sm.au.edu/mkt (self-learning)
growth rate
market share.
and
PART II: UNDERSTANDING COMPANY STRATEGY/POSITIONING
Class 4
Worksheets:
1.BCG
2.GE
3. Vision and Mission
statement (for
homework
assignment)
Class 5
Worksheets:
1. Space analysis
2.Draw space matrix
3. Brand Portfolio
4. IFE
Class 6
Worksheets:
1. Strategic focus
2. Generic strategies
3.Competitive grid
(Distribute the sheet
for Assignment I)
Class 7
STRATEGIC MARKETING PLANNING
COMPANY VISION/MISSION
CORPORATE PORTFOLIO ANALYSIS
-BCG MATRIX
-GE MATRIX
(Ch. 2 and supplementary material)
-Workshop: BCG and GE portfolio
Case study: download at
www.sm.au.edu/mkt (self-learning)
- Find out the
strengths and
weaknesses of your
company/brand
- Identify the brand
portfolio
- Assignment:
Vision & Mission
6 FUNCTIONAL ACTIVITIES (p503)
SPACE ANALYSIS (p87)
PRODUCT ANALYSIS (Special in-class
lecture)
BRAND PORTFOLIO (Special in-class
lecturer)
SW analysis
IFE matrix(Special in-class lecture)
Workshop: Space analysis, Brand portfolio,
IFE
Case study: download at
www.sm.au.edu/mkt (self-learning)
- Identify company
value chain
STRATEGIC FOCUS(Ch.2, p45)
GENERIC STRATEGIES(Ch.2, p.48)
UNDERSTANDING THE
ORGANIZATIONAL RESOURCE (Ch.6,
p.143)
VALUE-CREATING DISCIPLINES
(Ch.5,p.126)
VALUE CHAIN
-Workshop: Space analysis, advantage
matrix, IFE
Case study: download at
www.sm.au.edu/mkt (self-learning)
-Analyze and
specify target
market
CUSTOMER ANALYSIS (SELF-STUDY )
(Ch.4,p94)
SEGMENTATION/TARGETING/POSITIO
Assignment I:
Competitive
Positioning of each
Worksheets:
1. Product and
customer matrix
2.Positioning
statement
Class 8
(Presentation)
NING
TARGET MARKET SELECTION
POSTIONING STATEMENT (Special inclass lecture)
(Ch 8,9,10 and supplementary materials)
- Workshop: possible strategies of your
brand
Case study: download at
www.sm.au.edu/mkt (self-learning)
competitor
Competitive GridPrepare to analyze
competitors
- Identify strengths
and weakness of
each major
competitor (From
worksheet provided)
Submission of Assignment I: Competitive
Grid and Analysis (Group Project 5%)
Presentation I: (Individual Presentation
5%)
MIDTERM EXAM
Preparation of Midterm
PART III: ANALYZING COMPETITORS
Class 9
Worksheets:
1.Competitiors
analysis
2.Strategic groups
3. CPM
4. Strategic
competitive posture
COMPETITORS ANALYSIS (Special inclass lecture)
STRATEGIC GROUPS (p79)
COMPETITORS CAPABILITIES (Ch.5,
p115)
COMPETITIVE PROFILE MATRIX
(CPM)
(Special in-class lecture)
STRATEGIC COMPETITIVE POSTURE
(Special in-class lecture)
(Ch.5 and supplementary materials)
-Workshop: Draw competitor’s analysisdirect, indirect, and substitutes
- strategic groups
- CPM, and draw strategic posture of each
competitor
Case study: download at
www.sm.au.edu/mkt (self-learning)
-Prepare each
competitor’s
strategy
PART IV: COMPETITIVE STRATEGIES
Class 10
Worksheet:
1.Competitive
advantage creation
SUSTAINABLE COMPETITIVE
ADVANTAGE (Ch.11, p301)
COMPETITIVE POSITIONING
STRATEGIES (Ch.19 p556)
OFFENSIVE AND DEFENSIVE
COMPETITVE STRATEGIES (Ch.11,
p319)
(Ch.11, 19 and supplementary materials)
-Prepare
company/brand
strategies
- Suggest some B/R
strategies
Use the brand
portfolio and
competitive analysis
(2pcs.)
2. Positioning
mapping
NEW STRATEGIES FOR CHANGING
ENVIRONMENTS (p68)
- Workshop: positing strategies, draw
positioning mapping
Case study: download at
www.sm.au.edu/mkt (self-learning)
BLUE, RED AND WHITE OCEAN
STRATEGIES
(Special in-class lecture)and (Ch.18,p514)
Worksheets:
LONG TAIL (Supplementary materials)
1.Strategy canvas
SOCIAL NETWORK MARKETING
2.B/R ocean strategies (Supplementary materials)
BRAND GAP(Special in-class lecture)
COMPETING THROUGH THE NEW
-1ST CHECKLIST FOR MARKETING MIX AND INNOVATION,
PROJECT
(p336)
(Ch. 12, 13 and Supplementary materials)
STRATEGIES THROUGH CUSTOMERS
(SELF-STUDY)
(Ch. 14 and 15)
-Workshop: Strategy canvas, B/R ocean
strategies, Brand Gap
Case study: download at
www.sm.au.edu/mkt (self-learning)
Class 11
to find brand gap
-Find out the
examples of long
tail and social
network marketing
-- Find out the
examples of
corporate strategies
that you realized
and adapt them to
your concern
SBU/brand
PART V: THE STRATEGIC DECISIONS
Class 12
2ND CHECKLIST FOR
PROJECT
Class 13
Worksheets:
1.Tows
CORPORATE STRATEGIES
- ANSOFF
- INTEGRATION
- DIVERSIFICATION
- ACQUISITION
- MERGER
- JOINT VENTURE
- STRATEGIC ALLIANCES
(Ch.16 and supplementary materials)
Case study: download at
www.sm.au.edu/mkt (self-learning)
- Prepare all data to
analyze
strategicdirections
for your concerned
brand/SBU
TOWS MATRIX
STRATEGIC MARKETING DECISION
GRAND STRATEGY
IE MATRIX
(Special in-class lecture)
- Submit
assignment II (see
the details of project
guidelines at
homepage guide).
2.IE
(See supplementary material)
Workshop: Tows, IE matrix
Case study: download at
www.sm.au.edu/mkt (self-learning)
Class 14
Submission of Assignment II: Competitive
Analysis and Strategy of your selected
brand/company (10%)
Presentation II: (Individual presentation
5%)
FINAL EXAMINATION
2. Assessment (follow มคอ.3,book #15, page 11)
Participation
Semester Assignment (5+10)
Workshop (Content analysis in class)
Presentation (5+5)
Midterm Examination
Comprehensive Final Examination
Total
5%
15%
15%
10%
20%
35%
100%
- Prepare individual
presentation –
Powerpoint
6. Course Resources
1. Required text books and readings:
Marketing Strategy and Competitive Positioning, Gramham Hooley, John Saunders,
Nigel Piercy, 4th Edition, Prentice Hall, Co. UK, 2008
2. Supplementary reading list/references:
www.lms.au.edu
3. Recommended reading list/references:
- Modern Competitive Strategy, Gordon Walker, 2nd Edition, McGraw-Hill Irwin,
2007.
- Marketing Management, Philip Kotler and Kevin Lane Kller, 13th Edition, Prentice
Hall 2009
- Competitive Strategy, “Techniques for analyzing industries and competitors”,
Michael E. Porter, The Free Press, 1996.
7. Course Feedback and Improvement
1.
2.
3.
4.
5.
Course evaluation by students:
- Discussion with students
- End-semester questionnaire
- Class evaluation/peer evaluation
Other methods of course evaluation:
- Discussion with experts
- Industry survey
Course development and improvement:
- Research
- Seminars
- Course workshop and meeting
- Course mentor
- Class observation
- Knowledge sharing
Quality assurance of the course:
- Internal committees
- External committees
- Internal quality assurance
- External quality assurance
Course revision and development plan:
- Major revision every 5 years
- Minor revision where appropriate