MARKETING STRATEGY

Year	No.	Offer	Mode	Description			Cred. Pts
96	51365 	S1  	D 	MARKETING STRATEGY        	1.00

Contents

• Staffing
• Pre-requisite(s)
• Synopsis
• Objectives
• Topics
• Texts
• Recommended References
• Student Workload
• Assessment Details
• Other Requirements

STAFFING:

PRE-REQUISITE(S)

51361+51362

SYNOPSIS:

This  unit  concentrates upon a systematic approach to the development
of  marketing strategy in organizations.  The major premise underlying
the  unit  is  that  strategic marketing decisions can  be  invariably
improved if a logical, systematic series of steps are followed  during
the  formulation  process.   The nature,  relevance  and  benefits  of
strategic  market planning cannot be overemphasized as a pre-requisite
to  effective marketing and hence business performance.  Case  studies
on  marketing strategy development are utilized throughout  the  unit.
Students  are  required  to  read extensively  in  the  literature  on
marketing strategy.  Assessment takes the form of two assignments  and
an  end-of-semester examination.  The first assignment takes the  form
of a proposal for the second assignment.

OBJECTIVES:

Upon completion of this unit, students will be able to:

1. show understanding of the meaning of marketing and corporate strategy, and an ability to clearly distinguish between "tactical and "strategic" marketing decisions;
2. show understanding of the relevance and benefits of corporate or overall strategic planning;
3. show knowledge and understanding of the various techniques that are available to marketing managers when developing strategy;
4. relate the various elements of strategic decision-making to an overall decision model framework;
5. research and critically analyse selected case material pertaining to various marketing management areas.
6. demonstrate a grasp of ethics and social responsibility issues in marketing strategy.
7. demonstrate a firm grasp of theory underlying formulation of marketing strategy.
8. demonstrate an ability to appropriately plan a marketing strategy study and express it concisely and unambiguously in a 1000 word proposal.
9. demonstrate an ability to write a concise marketing strategy analytical report and statement and present it professionally and adequately supported and referenced.
10. demonstrate an ability to logically derive conclusions from results of strategy analyses.
11. demonstrate an ability to critically evaluate the methodology and findings of a selected range of journal articles.
12. demonstrate an ability to succinctly and accurately precis text and journal article material.

TOPICS:

 Description                                                    Weighting(%)

Introduction to Marketing Strategy                                    10.00

Problem Identification and Analysis                                   6.00

Internal Environmental Analysis                                       6.00

External Environmental Analysis                                       6.00

Industry Analysis                                                     6.00

Market Analysis                                                       6.00

Competition/Competitor Analysis                                       8.00

Marketing Research                                                    4.00

Strategic Use Options:                                                6.00
Marketing Mix variables

Application of Formal Tools of Strategic Analysis                     8.00

Impacts of Ethics and Social Responsibility Issues                    6.00

Creation and Assessment of Strategy Options                           10.00

Strategy Statement                                                    6.00

Strategy Decision                                                     6.00

Strategy Implementation                                               6.00

TEXT and MATERIALS to be PURCHASED:

RECOMMENDED REFERENCE MATERIALS:

Aaker D A, (1995), "Strategic Market Management", John Wiley & Sons, Canada.

Brown L, (1990), "Competitive Marketing Strategy", Thomas Nelson, Australia.

Porter M E, (1980), "Competitive Strategy", The Free Press, N.Y.

Sudharshan D, (1995), "Marketing Strategy", Prentice Hall, Englewood Cliffs,
N.J.

Urban G L and Star S H, (1991) "Advanced Marketing Strategy", Prentice Hall,
Englewood Cliffs, N.J.

Ferrell O C, Lucas G H and Luck, D, (1994), "Strategic Marketing Management",
South-West Publishing Co., Ohio.

Czepiel J A, 1992, "Competitive Marketing Strategy", Prentice Hall,
Englewood Cliffs, New Jersey.

Enis B M, Cox, K K and Mokwa, M P, (1994) "Marketing Classics - A
Selection of Influential Articles", Prentice Hall, Englewood Cliffs,
New Jersey,

Jocumsen G L, (1993) "Self Defence for Consumers", USQ Press, Toowoomba.

STUDENT WORKLOAD REQUIREMENTS:

	ACTIVITY				HOURS
Directed Study                                	75
Private Study                                 	50
Assessments                                   	35

ASSESSMENT DETAILS:

No	*F/S	Marks		Due		Description					Wtg(%)		LBL
1 	S 	20.00   	15/04/96	ASSIGNMENT 1                            	20.00   	Y
2 	S 	40.00   	31/05/96	ASSIGNMENT 2                            	40.00   	Y
3 	S 	60.00   	END S1  	3 HOUR END OF SEMESTER EXAMINATION      	40.00   	N

OTHER REQUIREMENTS:

1       To   obtain   a   pass  in  a  unit,  students  must   perform
        satisfactorily in overall assignment work and the examination.
2       The  due  date of an assignment is the date by which a student
        must  despatch  the  assignment  to  the  University,  and  is
        normally that defined in the relevant unit specification.  The
        onus is on the student to provide, if requested, proof of date
        of despatch.
3       Students  should  organise their affairs to ensure  that  they
        meet  due  dates  for  all assignments.   Extensions  will  be
        granted  only  under  exceptional  extenuating  circumstances,
        normally involving a significant medical condition.
4       Students  may  apply  for an assignment  extension  either  by
        application  through DEC before the due date or  by  including
        application with the submitted assignment after the due  date.
        Such  applications should be in writing and include supporting
        documentary  evidence.  The authority for granting  extensions
        rests with the Unit Leader.
5       All assignments despatched after due dates without appropriate
        extension approvals or after approved extension dates will  be
        penalised up to a maximum of 20% of the assigned mark per work
        day.
6       Students must retain a copy of all assignments which  must  be
        provided if/when required by the Unit Leader.
7       Unit  weightings  of  topics  should  not  be  interpreted  as
        applying to the number of marks allocated to questions testing
        those topics in an examination paper.