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Unit outline_

MKTG3118: Marketing Strategy and Planning

Semester 2, 2023 [Normal day] - Camperdown/Darlington, Sydney

This unit focuses on strategic and managerial aspects of marketing. It covers the development of innovative business models; segmentation, targeting and positioning; and key aspects of managing, organising and measuring marketing activities. The central theme is how marketing strategy and its management can create superior and sustainable value for both customers and shareholders. Assessment reflects this strategic decision-making approach, requiring students to take on the roles of marketing advisors and managers.

Unit details and rules

Academic unit Marketing
Credit points 6
Prerequisites
? 
MKTG1001
Corequisites
? 
None
Prohibitions
? 
None
Assumed knowledge
? 

None

Available to study abroad and exchange students

Yes

Teaching staff

Coordinator Megan Davis, megan.davis@sydney.edu.au
Tutor(s) Evangelos Gongolidis, evangelos.gongolidis@sydney.edu.au
Type Description Weight Due Length
Supervised exam
? 
Final exam
Exam
40% Formal exam period 2 hours
Outcomes assessed: LO1 LO2 LO3
Presentation group assignment Tutorial Leader case study discussion
Presentation
10% Multiple weeks 20 minutes
Outcomes assessed: LO1 LO2 LO3 LO4
Participation Participation
Tutorial and research participation
10% Ongoing Ongoing
Outcomes assessed: LO4
Small test Midterm Canvas Quiz
Midterm Canvas Quiz
10% Week 08 One hour
Outcomes assessed: LO1 LO3 LO2
Assignment group assignment Strategic marketing analysis report - written
Assignment
30% Week 12
Due date: 27 Oct 2023 at 17:00

Closing date: 30 Oct 2023
2500 words
Outcomes assessed: LO2 LO4 LO3
group assignment = group assignment ?

Assessment summary

  • Participation (10%): Students are assessed based on their preparation for and participation in assigned tutorial activities (8%), and based on a research component (2%).
  • Midterm Canvas Quiz (10%): The course includes a one-hour in-class Canvas Quiz during week 8. Materials covered in the exam can include content from class sessions (including industry guests), course readings and tutorials. 
  • Final exam (40%): The course includes a 2 hour final exam. Materials covered in the exam can include content from class sessions (including industry guests), course readings and tutorials. 
  • Group project (30%): In self-selected groups (from the same tutorial), students will complete an assigned project in which a strategic marketing problem faced by an actual company which must be addressed and recommendations proposed. Results of each group’s analyses are presented in a 2500 word report.
  • Tutorial Leader case study discussion (10%): In self-selected groups (from the same tutorial) students will be allocated a case study or article which they will present with their group members to the rest of the class. Students will lead the class discussion by using course material and content to answer prescribed questions for their allocated case study or article. All students in the presenting group are required to actively participate in leading the discussion of the case

Detailed information for each assessment can be found on Canvas.

Assessment criteria

The University awards common result grades, set out in the Coursework Policy 2014 (Schedule 1).

As a general guide, a high distinction indicates work of an exceptional standard, a distinction a very high standard, a credit a good standard, and a pass an acceptable standard.

Result name

Mark range

Description

High distinction

85 - 100

Awarded when you demonstrate the learning outcomes for the unit at an exceptional standard, as defined by grade descriptors or exemplars outlined by your faculty or school. 

Distinction

75 - 84

Awarded when you demonstrate the learning outcomes for the unit at a very high standard, as defined by grade descriptors or exemplars outlined by your faculty or school.

Credit

65 - 74

Awarded when you demonstrate the learning outcomes for the unit at a good standard, as defined by grade descriptors or exemplars outlined by your faculty or school.

Pass

50 - 64

Awarded when you demonstrate the learning outcomes for the unit at an acceptable standard, as defined by grade descriptors or exemplars outlined by your faculty or school. 

Fail

0 - 49

When you don’t meet the learning outcomes of the unit to a satisfactory standard.

For more information see guide to grades.

Late submission

In accordance with University policy, these penalties apply when written work is submitted after 11:59pm on the due date:

  • Deduction of 5% of the maximum mark for each calendar day after the due date.
  • After ten calendar days late, a mark of zero will be awarded.

This unit has an exception to the standard University policy or supplementary information has been provided by the unit coordinator. This information is displayed below:

In accordance with University of Sydney assessment policies and procedures, submissions can be penalized 5% (of the maximum point total) for each calendar day the submission is late.

Academic integrity

The Current Student website provides information on academic integrity and the resources available to all students. The University expects students and staff to act ethically and honestly and will treat all allegations of academic integrity breaches seriously.

We use similarity detection software to detect potential instances of plagiarism or other forms of academic integrity breach. If such matches indicate evidence of plagiarism or other forms of academic integrity breaches, your teacher is required to report your work for further investigation.

Use of generative artificial intelligence (AI) and automated writing tools

You may only use generative AI and automated writing tools in assessment tasks if you are permitted to by your unit coordinator. If you do use these tools, you must acknowledge this in your work, either in a footnote or an acknowledgement section. The assessment instructions or unit outline will give guidance of the types of tools that are permitted and how the tools should be used.

Your final submitted work must be your own, original work. You must acknowledge any use of generative AI tools that have been used in the assessment, and any material that forms part of your submission must be appropriately referenced. For guidance on how to acknowledge the use of AI, please refer to the AI in Education Canvas site.

The unapproved use of these tools or unacknowledged use will be considered a breach of the Academic Integrity Policy and penalties may apply.

Studiosity is permitted unless otherwise indicated by the unit coordinator. The use of this service must be acknowledged in your submission as detailed on the Learning Hub’s Canvas page.

Outside assessment tasks, generative AI tools may be used to support your learning. The AI in Education Canvas site contains a number of productive ways that students are using AI to improve their learning.

Simple extensions

If you encounter a problem submitting your work on time, you may be able to apply for an extension of five calendar days through a simple extension.  The application process will be different depending on the type of assessment and extensions cannot be granted for some assessment types like exams.

Special consideration

If exceptional circumstances mean you can’t complete an assessment, you need consideration for a longer period of time, or if you have essential commitments which impact your performance in an assessment, you may be eligible for special consideration or special arrangements.

Special consideration applications will not be affected by a simple extension application.

Using AI responsibly

Co-created with students, AI in Education includes lots of helpful examples of how students use generative AI tools to support their learning. It explains how generative AI works, the different tools available and how to use them responsibly and productively.

WK Topic Learning activity Learning outcomes
Week 01 Course overview and introduction to strategic market management Lecture (2 hr) LO1 LO3 LO4
No tutorial Tutorial (1 hr) LO1 LO2 LO3
Week 02 External analysis: Customers and competitors Lecture (2 hr) LO1 LO3 LO4
Tutorial introduction: Group formation. How to analyse a case study? Tutorial (1 hr) LO1 LO2 LO3
Week 03 External analysis: the macro environment, markets and submarkets. Lecture (2 hr) LO1 LO3 LO4
Class case study analysis discussion Tutorial (1 hr) LO1 LO2 LO3
Week 04 The Company: internal analysis and creating advantage - value leadership and CVP Lecture (2 hr) LO1 LO3 LO4
Class case study analysis discussion. Tutorial (1 hr) LO1 LO2 LO3 LO4
Week 05 Building, managing and measuring customer relationships. Lecture (2 hr) LO1 LO3 LO4
Case study: Tutorial leader discussion topic 1. Tutorial (1 hr) LO1 LO2 LO3 LO4
Week 06 Building and managing brand equity: toward a strong brand relationship Lecture (2 hr) LO1 LO3 LO4
Case study: Tutorial Leader discussion topic 2. Tutorial (1 hr) LO1 LO2 LO3 LO4
Week 07 Growth strategies: energising and leveraging the business. Lecture (2 hr) LO1 LO3 LO4
Case study: Tutorial leader discussion topic 3 Tutorial (1 hr) LO1 LO2 LO3 LO4
Week 08 Mid-semester Test - Canvas Quiz Lecture (2 hr) LO1 LO3 LO4
Mid semester test week: No tutorials Tutorial (1 hr) LO1 LO2 LO3
Week 09 Growth strategies: creating new business. Global strategies Lecture (2 hr) LO1 LO3 LO4
Case study: Tutorial leader discussion 4 Tutorial (1 hr) LO1 LO2 LO3
Week 10 Digital marketing - providing an integrated omni channel experience. Lecture (2 hr) LO1 LO3 LO4
Case study: Tutorial leader discussion topic 5 Tutorial (1 hr) LO1 LO2 LO3 LO4
Week 11 Sustainability in marketing strategy. Creating shared value (CSV) Lecture (2 hr) LO1 LO3 LO4
Project guidance Tutorial (1 hr) LO1 LO2 LO3
Week 12 Contemporary issues in marketing strategy - disruption and the "game changers". Lecture (2 hr) LO1 LO3 LO4
Project guidance Tutorial (1 hr) LO1 LO2 LO3
Week 13 Final exam briefing Lecture (2 hr) LO1 LO2 LO3
Exam tips and revision. Tutorial (1 hr) LO1 LO2 LO3

Attendance and class requirements

Lecture recordings: All lectures and seminars are recorded and will be available on Canvas for student use. Please note the business school does not own the system and cannot guarantee that the system will operate or that every class will be recorded. Students should ensure they attend and participate in all classes.

Study commitment

Typically, there is a minimum expectation of 1.5-2 hours of student effort per week per credit point for units of study offered over a full semester. For a 6 credit point unit, this equates to roughly 120-150 hours of student effort in total.

Required readings

All readings for this unit can be accessed through the Library eReserve, available on Canvas.

  • Aaker David A, Moorman, Christine: Strategic Market Management - 11th Edition. John Wiley and Sons (2017).

Learning outcomes are what students know, understand and are able to do on completion of a unit of study. They are aligned with the University's graduate qualities and are assessed as part of the curriculum.

At the completion of this unit, you should be able to:

  • LO1. explain the key strategic marketing principles that contribute to marketing strategy as a multidisciplinary area of study, and the relationships between them
  • LO2. demonstrate sound analytical and problem solving skills required to make informed strategic planning decisions and recommendations for real marketing issues in both an individual and group learning context
  • LO3. apply strategic marketing theory principles to a range of relevant marketing scenarios
  • LO4. engage in robust debates, both verbally in class and through written responses, which question conventional assumptions on key marketing issues.

Graduate qualities

The graduate qualities are the qualities and skills that all University of Sydney graduates must demonstrate on successful completion of an award course. As a future Sydney graduate, the set of qualities have been designed to equip you for the contemporary world.

GQ1 Depth of disciplinary expertise

Deep disciplinary expertise is the ability to integrate and rigorously apply knowledge, understanding and skills of a recognised discipline defined by scholarly activity, as well as familiarity with evolving practice of the discipline.

GQ2 Critical thinking and problem solving

Critical thinking and problem solving are the questioning of ideas, evidence and assumptions in order to propose and evaluate hypotheses or alternative arguments before formulating a conclusion or a solution to an identified problem.

GQ3 Oral and written communication

Effective communication, in both oral and written form, is the clear exchange of meaning in a manner that is appropriate to audience and context.

GQ4 Information and digital literacy

Information and digital literacy is the ability to locate, interpret, evaluate, manage, adapt, integrate, create and convey information using appropriate resources, tools and strategies.

GQ5 Inventiveness

Generating novel ideas and solutions.

GQ6 Cultural competence

Cultural Competence is the ability to actively, ethically, respectfully, and successfully engage across and between cultures. In the Australian context, this includes and celebrates Aboriginal and Torres Strait Islander cultures, knowledge systems, and a mature understanding of contemporary issues.

GQ7 Interdisciplinary effectiveness

Interdisciplinary effectiveness is the integration and synthesis of multiple viewpoints and practices, working effectively across disciplinary boundaries.

GQ8 Integrated professional, ethical, and personal identity

An integrated professional, ethical and personal identity is understanding the interaction between one’s personal and professional selves in an ethical context.

GQ9 Influence

Engaging others in a process, idea or vision.

Outcome map

Learning outcomes Graduate qualities
GQ1 GQ2 GQ3 GQ4 GQ5 GQ6 GQ7 GQ8 GQ9
LO1         
LO2         
LO3         
LO4         

This section outlines changes made to this unit following staff and student reviews.

In response to feedback, more focus on effective case study analysis techniques and communication of insights and recommendations has been incorporated into the Tutorial programme. Lecture content has also been updated in adopting an applied focus to contemporary marketing cases and examples for discussion.

Detailed information and guidelines on course programme and all assessments can be found on course Canvas site

Disclaimer

The University reserves the right to amend units of study or no longer offer certain units, including where there are low enrolment numbers.

To help you understand common terms that we use at the University, we offer an online glossary.