La Trobe Business School STRATEGIC MAKRETING MKT3SMK Subject Learning Guide Study Period One 2017 Sydney Subject Coordinator: Roman Peretiatko Instance Coordinator: Ajay Kumar Table of Contents SUBJECT DETAILS 3 GENERAL DETAILS 3 ENROLMENT REQUIREMENTS 3 STAFF CONTACTS 3 SUBJECT DESCRIPTION 3 SUBJECT INTENDED LEARNING OUTCOMES (SILOS) 3 GRADUATE CAPABILITIES 4 LEARNING ACTIVITY SUMMARY 4 ASSESSMENT AND FEEDBACK SUMMARY 4 LEARNING RESOURCES 4 STUDENT FEEDBACK ON SUBJECT SURVEY 5 THE STUDENT FEEDBACK ON SUBJECTS (SFS) SURVEY IS PART OF THE QUALITY ASSURANCE PROCESS THAT OCCURS ACROSS THE UNIVERSITY. IN THIS SURVEY YOU ARE INVITED TO TELL US ABOUT YOUR LEARNING EXPERIENCES IN THIS SUBJECT. WE WANT YOU TO TELL US OF YOUR EXPERIENCE IN THIS SUBJECT. YOUR VIEWS WILL BE TAKEN SERIOUSLY AND WILL ASSIST US TO ENHANCE THIS SUBJECT FOR THE NEXT GROUP OF STUDENTS. YOUR FEEDBACK WILL ALSO CONTRIBUTE TO THE TEXT FOR ‘SUMMARY OF PREVIOUS STUDENT FEEDBACK’ BELOW SO PLEASE TAKE THE TIME TO TELL US YOUR VIEWS. THE SURVEYS ARE ANONYMOUS AND WILL BE DISTRIBUTED PRIOR TO THE END OF THE TEACHING PERIOD. 5 FOR INFORMATION ON STUDENT FEEDBACK ON SUBJECTS REFER TO: 5 HTTP://WWW.LATROBE.EDU.AU/STUDENTS/LEADERSHIP-VOLUNTEERING/SPEAK-UP/SUBJECTS-TEACHING 5 SUMMARY OF SFS FEEDBACK FROM LAST YEAR 5 POLICIES, PROCEDURES AND GUIDELINES 6 ACADEMIC INTEGRITY 6 SPECIAL CONSIDERATION 6 EXTENSIONS, LATE SUBMISSIONS AND PENALTIES 6 STUDENT COMPLAINT 7 STUDENT LEARNING UNIT (SL) 7 LEARNING MANAGEMENT SYSTEM (LMS) 7 LIBRARY 7 STUDENT SUPPORT SERVICES 7 ADDITIONAL SUPPORT 8 SCHEDULE OF LEARNING ACTIVITIES 9 SESSION PLAN 9 ASSESSMENT AND FEEDBACK DETAILS 10 DETAILED GRADING CRITERIA 11 ASSESSMENT TASK 1 11 THE FOLLOWING TABLE IS INCLUDED TO HELP IN YOUR UNDERSTANDING OF WHAT EXAMINERS LOOK FOR WHEN ASSESSING WRITTEN WORK; IT SUGGESTS FACTORS OR QUALITIES THEY LOOK FOR TO DETERMINE THE LEVELS OF UNDERSTANDING AND PERFORMANCE BEING DEMONSTRATED, AND TO DIFFERENTIATE BETWEEN THE VARIOUS GRADES. 11 Subject Details GENERAL DETAILS Subject Code: MKT3SMK Subject Title: Strategic Marketing Teaching Period: Semester 1 Location: Credit Points: 15 Mode: On campus Level: 3 ENROLMENT REQUIREMENTS Prerequisites: N/A Co-requisites: N/A Incompatibles: N/A Assumed Skills & Knowledge: It is assumed that students undertaking this unit possess an understanding of the principles of marketing. If you have not taken a first year marketing subject, please see the one of the teaching staff for advice and additional recommended readings. Special Study Requirements: This is a blended learning subject that requires the active involvement of the student in order to obtain the maximum educational benefit. STAFF CONTACTS Role Campus Name Email Telephone Room Subject Coordinator Bundoora Roman Peretiatko [email protected] 9479 1544 DMBE 326b Instance Coordinator Sydney Ajay Kumar [email protected] SUBJECT DESCRIPTION Strategic marketing aims to provide students with the ability to formulate and communicate appropriate marketing strategies within organization and non-organization contexts by drawing upon relevant strategy concepts, analytical tools and frameworks, and theory. SUBJECT INTENDED LEARNING OUTCOMES (SILOS) Upon successful completion of this subject, you should be able to: 1 To evaluate the various concepts of strategy and strategic marketing management, and integrate these concepts within the strategy formulation process. 2 To evaluate ‘alternative’ approaches to the process of formulating marketing strategy. 3 To identify and evaluate market opportunities across a range of business/organizational situations and external environments. 4 To assess an organization’s internal environment to determine its key resources, competencies and capabilities. 5 To evaluate and recommend appropriate strategic directions that exploit market opportunities and/or organizational capabilities and core competencies. 6 To formulate and assemble coherent marketing strategies and tactical programs for an organization to achieve its stated strategic direction. GRADUATE CAPABILITIES The following Graduate Capabilities (GCs) are evaluated in this subject: GC GC Point a Writing Capstone b Speaking Capstone c Enquiry/Research Capstone d Critical Thinking/Analysis Capstone e Creative Problem Solving/Synthesis Capstone LEARNING ACTIVITY SUMMARY Learning Activity: Schedule Seminars Weeks 1-12 Further information is available at https://sydney-campus.com ASSESSMENT AND FEEDBACK SUMMARY Assessment Tasks: Due Date SILOs GCs % Comments Class Contribution End of semester 1, 2, 3 b, c, d 5 Mid-Semester Test During week 6 1, 2, 3 a, d 10 one hour test with one week to complete Strategic Marketing Report (Written) Ma6 26th via Turnitin 1, 3, 4, 5, 6 a, b, c, d, e 35 4000 words – 1000 words per student (Group of 4) Strategic Marketing Report (Presentation) During designated seminar 2, 3, 4, 6 a, b, c, d, e 15 Final Exam During exam period 1 a, b, c 35 2 hours duration plus 15 minutes reading time. Exam measure reportable graduate capability of disciplinary knowledge LEARNING RESOURCES Reading Type Title Author and Year Publisher Textbook Marketing Planning and Strategy Asia-Pacific Edition Jain, Haley, Voola and Wickham (2012) Cengage Learning Readings Various Various MKT3SMK LMS site Videos Various Various MKT3SMK LMS site STUDENT FEEDBACK ON SUBJECT SURVEY The Student Feedback on Subjects (SFS) Survey is part of the quality assurance process that occurs across the university. In this survey you are invited to tell us about your learning experiences in this subject. We want you to tell us of your experience in this subject. Your views will be taken seriously and will assist us to enhance this subject for the next group of students. Your feedback will also contribute to the text for ‘Summary of Previous Student Feedback’ below so please take the time to tell us your views. The surveys are anonymous and will be distributed prior to the end of the teaching period. For information on Student Feedback on Subjects refer to: http://www.latrobe.edu.au/students/leadership-volunteering/speak-up/subjects-teaching SUMMARY OF SFS FEEDBACK FROM LAST YEAR Based on a response rate of 8 out of 72 enrolled students a number of students were happy with the textbook while others weren’t. Students would have preferred more guidance with respect to the assignment. This will be addressed for the subject this year. Policies, Procedures and Guidelines The University has a comprehensive policy framework to which both staff and students must adhere. You should familiarise yourself with those policies, procedures and guidelines likely to affect you especially the following: • Academic Integrity • Academic Progress • Assessment and Feedback • Extension to Submission Dates • Late Submission of Assessment Tasks • Occupational, Health and Safety [OHS] • Privacy • Special Consideration • Student Charter • Use of Electronic Mail The relevant policies, procedures and guidelines can be found on the website at: http://www.latrobe.edu.au/policy/ Academic Integrity Academic integrity means being honest in academic work and taking responsibility for learning the conventions of scholarship. La Trobe University views this seriously as evidenced by the following extract: Academic honesty is a fundamental principle in teaching, learning, research and scholarship. The University requires its academic staff and students to observe the highest ethical standards in all aspects of academic work and it demonstrates its commitment to these values by awarding due credit for honestly conducted scholarly work, and by penalising academic misconduct and all forms of cheating. Academic Integrity Procedures (2012, p. 1 of 6) Academic misconduct includes improper referencing, plagiarism, copying and cheating. You should familiarise yourself with your responsibilities in relation to Academic Integrity and if you have any questions, direct them to your Course Coordinator. Information can be found on the website at: http://www.latrobe.edu.au/students/learning/academic-integrity. All hard copy assignments should be accompanied by the Academic Integrity Assignment Declaration Form available at: http://www.latrobe.edu.au/policy/documents/Assignment-Declaration-Form.pdf For assistance with referencing visit http://www.latrobe.edu.au/students/learning/academic-integrity/referencing-help Special Consideration Special Consideration is the term used to describe a process that applies an equity measure to ensure that where any temporary adverse circumstances beyond the control of a student, that impact negatively on that student’s ability to demonstrate their learning achievement for an assessment task, is taken into account. Eligibility to apply for Special Consideration does not automatically imply eligibility to receive it. Certain criteria must be satisfied in order to receive Special Consideration. Please refer to the relevant policies, procedures and guidelines website at: http://www.latrobe.edu.au/policy/ Submission of special consideration applications for assignments, mid-semester tests and final examinations should be made online at: http://www.latrobe.edu.au/special-consideration Extensions, Late Submissions and Penalties There are policies and procedures to guarantee fair, consistent and transparent treatment of late submission of assessment tasks provide equity around extensions to submission dates and penalties associated with not submitting assessment by the due date and time. The University requires fair, consistent and transparent treatment of late submission of assessment tasks. The procedure for late submission is documented in the Late Submission of Assessment Tasks document (Ref. no. 112027D). It states: The standard penalty for late submission of assessment tasks is 5% of the marks for that task for each delay in submission of a day or partial day up to a maximum of five (5) working days after the due date. Assessment tasks will not be accepted after the earlier of the following occurrences: • The fifth (5th) working day after the due date; or • Feedback on the assessment task has been returned to any student by the Teaching Team member. These penalties apply only to individual assessment tasks worth 15% or more of the total assessment for the subject. Late submission of take home examinations is not permitted. Submission of special consideration applications for assignments, mid-semester tests and final examinations should be made online at: http://www.latrobe.edu.au/?a=668155. Please refer to the relevant policies, procedures and guidelines website at: http://www.latrobe.edu.au/policy/ Student Complaint La Trobe University is committed to an effective complaints handling mechanism for students in line with its policy of creating a harmonious and productive study environment. Feedback stemming from student complaints is a valuable source of information that helps the University improve the quality of its service. You should lodge a complaint if: • you are unhappy about something specific in your academic life (eg not enough seating in a lecture, staff not available during office hours, cancelled lectures...) • you don't think 'the rules' (university policy or procedure) are being followed • a university staff member has been rude or their behaviour to you was inappropriate • you have a dispute about a process used during an appeal • you have reported something to I&O, security or academic staff and you have not received a response after a reasonable amount of time • you are a victim of bullying or harassment For more information on student complaint process and to lodge a formal complaint email Student Services: [email protected] Student Learning Unit (SL) The Student Learning Unit (SL) works closely with teaching staff in the Schools and on the Melbourne and regional campuses to ensure that all La Trobe students – including those from non-English-speaking backgrounds – develop high-level academic speaking, writing, reading, and numeracy skills required for successful learning in their courses. For further information, please see the website at: http://www.latrobe.edu.au/students/learning/ Learning Management System (LMS) The Learning Management System (LMS) is an Internet based system which allows you access to learning materials and to interact with other students and teaching staff in activities related to your studies from any location with Internet access. Most subjects have a LMS site into which you are automatically added as part of your enrolment into the subject. The LMS can be accessed at: https://www.latrobe.edu.au/lms/login/ by using your Username and Password provided to you on your Statement of Account. If you are having trouble accessing the LMS or want to find out more about LMS, please see the website at: http://www.latrobe.edu.au/students/it/teaching/lms Library Your Library offers many ways to support your study. Play Library Quest lib.latrobe.edu.au/libraryquest to discover more about how we can help, or visit our website and explore these essential resources: • Achieve@ Uni [latrobe.edu.au/students/support/achieve] – learn important skills needed at university, includes finding and using information in your assessment tasks, referencing, reading, writing and presenting, academic language, and maths skills; • Assignment Calculator [latrobe.edu.au/library/assignment-thesis-support/assignment-calculator] – plan your assignment schedule and submit on time; • Referencing [latrobe.libguides.com/referencing] - understand why and how we reference, includes the four major styles; • Expert Help [latrobe.libguides.com] – provides expert discipline and specialist help; get help here with assessment tasks; • Live chat to library staff [lib.latrobe.edu.au/chat] – live chat for help; during semester hours only; Student Support Services If you have special needs due to disability or other factors the Equality and Diversity Centre can provide advice and support. This Centre can be contacted by telephone on (03) 9479 2900 (Melbourne); (03) 5444 7410 (Bendigo); (02) 6024 9628 (Albury-Wodonga); National Relay Service Deaf and Hearing Impaired: T: 133677 (within Australia only). Email: [email protected] or refer to the website at: http://www.latrobe.edu.au/equality/. Additional Support La Trobe University Sydney Campus has an onsite psychologist available to assist with any issue which is affecting your study Psychologist: Jane Rouse Email: [email protected] For help with essay and report writing, referencing, oral presentation skills, study skills Academic Skills Advisor: Julian Ledger Email: [email protected] Study Period 1, 2017 Dates Week 1 Week beginning 27th Feb 2017 Week 2 Week beginning 6th March 2017 Week 3 Week beginning 13th March 2017 Week 4 Week beginning 20th March 2017 Week 5 Week beginning 27th March 2017 Week 6 Week beginning 3rd April 2017 Week 7 Week beginning 10th April 2017 Easter Break 14th April 2017 – 23rd April 2017 Week 8 Week beginning 24th April 2017 Week 9 Week beginning 1st May 2017 Week 10 Week beginning 8th May 2017 Week 11 Week beginning 15th May 2017 Week 12 Week beginning 22nd May 2017 Exams 5 – 17 Jun 2017 Results Released 3rd July 2017 (TBC) Schedule of Learning Activities Session Plan Week Prereading topic Required Prereading Activities 1 Marketing and the concept of planning and strategy Chapter 1 Article: Firm Resources and Sustained Competitive Advantage by Jay Barney Discussion Questions 1, 3, 4, 5 (page 24) What are resources? What is competitive advantage? What is sustainable competitive advantage (SCA)? According to Barney what 4 factors determine SCA? 2 Strategic marketing Chapter 2 Article: Marketing Myopia by Theodore Levitt Discussion Questions 1, 2, 3, 4, 5, 6, 7, 9 (page 45) What is meant by the term ‘marketing myopia’? What companies have suffered as a consequence of marketing myopia in the recent past? 3 Corporate appraisal Chapter 3 Discussion Questions 1, 2, 3, 4, 5, 6, 7, 10 (page 68) 4 Understanding competition Chapter 4 Porter’s video Article: The Five Competitive Forces that Shape Strategy by Michael Porter Discussion Questions 1, 2, 3, 4, 5, 6, 7, 8 (page 96) Discuss Porter’s Five Forces Model. Why is his model a useful analytical tool? 5 Focusing on the customer Chapter 5 Professor McDonald’s video Discussion Questions 2, 4 , 5, 6 (page 117) According to McDonald what was the marketing issue that fertiliser companies failed to recognise? 6 Scanning the environment Chapter 6 Article: The Institution Based View as a Third Leg for a Strategy Tripod by Peng et al Discussion Questions 1, 2, 3, 4 (page 145) In Peng’s article what do institutions mean? Why are institutions seen as important? What are the two types? 7 Measuring strengths and weaknesses Chapter 7 Discussion Questions 1, 5, 6, 7 (page 169) Case: Red Bull (pages 358-359) 8 Developing marketing objectives and goals Chapter 8 Discussion Questions 1, 2, 3, 8 (page 194) Case: Lion Nathan China (pages 380-405) 9 Strategy selection Chapter 9 Discussion Questions 1, 3, 5, 6 (page 219) Case: The Australian Dairy Industry (pages 434-437) 10 Portfolio analysis Chapter 10 Discussion Questions 1, 2, 3, 10 (page 252) Case: Planet Starbucks (pages 414-418) 11 Organisational structure Strategic tools Chapters 11, 12 Discussion Questions 1, 2, 3, 4, 5 (page 276) Discussion Questions 1, 3 (page 306) Strategic Marketing Plan Presentations 12 Marketing strategies and the marketing mix Chapter 13 Discussion Questions 1, 2, 3, 4, 6, 9 (page 345) Strategic Marketing Plan Presentations Assessment and Feedback Details Assessment Task 1 Due Date % SILOs Assessed Strategic Marketing Report (Written) May 26th 35 1, 3, 4, 5, 6 Submission Details To be submitted by the due date via Turnitin Description of Task Your task is to prepare a written strategic marketing report using a business style format for Apple’s iPhone for the 5-year period 2017 - 2021. You will need to take into account that in the smartphone industry a new version of a smartphone is typically launched every year and technological change is quite rapid with disruptive technologies constantly displacing what were once considered industry standards. You should make sensible assumptions on what publically available information you can find. Assessment Task 2 Due Date % SILOs Assessed Strategic Marketing Report (Presentation) During allocated seminar 15 2, 3, 4, 6 Submission Details Students to present in class Description of Task Students are to present a summary of their strategic marketing report allowing 10 minutes for the presentation and 5 minutes for questions. Assessment Task 3 Due Date % SILOs Assessed Final Examination During exam period 35 1, 5, 6 Description of Task The final exam requires students to review and apply the material that has been explored during the subject, and gives the students the opportunity to demonstrate their understanding of both the theoretical and practical implications of strategic marketing. Detailed Grading Criteria Assessment Task 1 The following table is included to help in your understanding of what examiners look for when assessing written work; it suggests factors or qualities they look for to determine the levels of understanding and performance being demonstrated, and to differentiate between the various grades. Fulfilment of overall task intent Sophisticated concepts communicated through advanced use of technique Exceeds or refines the basic task requirements. Material presented is strongly linked to task; comprehension of task is high. Sound conceptual development, problems encountered have been satisfactorily solved, resulting in well-presented work Broadly completed but some parts are superficially treated, misunderstood or nearly overlooked. Use of information (including evidence and examples) Evidence of critical or thoughtful sorting and selection. Comprehensive and accurate. Conclusions fully supported by the evidence. Conclusions are fully supported by appropriate and well-organised data. May be some minor omissions. Sources fully referenced. Well researched with good use of material. Most information is appropriate, consistent and supportive of the conclusions drawn. Sources of information acknowledged. Generally accurate and appropriate; some incomplete, unsupported or inconsistent information. Requires greater effort at substantiation and wider research. Application of theories &/or concepts dealt with in the topic or subject Creative or reflective processing of theories; understanding of how and why they are used; critical and evaluative thinking. Critical or evaluative thinking about how concepts/theories are applied; little inaccuracy or misunderstanding. Relevant concepts, etc. applied in a generally appropriate and thoughtful way. No major misunderstandings; logical connections between ideas; no serious omissions. Generally very limited application; some misunderstanding or quite superficial treatment. Structure and organisation Structure and sequence are used effectively to help integrate ideas or support logical argument. Soundly structured throughout. Ideas are sequenced in a logically satisfying way; connections between different themes or sections are well made. Sequence and structure are logical and easy to follow. Introductory and concluding sections used effectively. Well enough structured to make sense; could be better organised and more tightly focused upon the topic. Instances of irrelevance or confusion. Use of language and adherence to academic conventions Powerful, confident and precise use of language; mastery of style and tone. Near perfect acknowledgement of sources throughout the paper Language use demonstrates precision and expressiveness as well as clarity. Evidence of appropriate citation of work Language is generally sound and clear throughout. Some evidence of appropriate citation of work. Clear enough to be understood; some confused or unclear expression. Spelling, punctuation & grammar generally satisfactory but likely to need attention. Poor referencing