MKTG3004 Strategic Marketing Semester 2,...

Acknowledgement of Country We respectfully acknowledge the Indigenous Elders, custodians, their descendants and kin of this land past and present.

Unit study package code: MKTG3004

Mode of study: Internal

Tuition pattern summary: This unit does not have a fieldwork component.

Credit Value: 25.0

Pre-requisite units: 9807 (v.0) Marketing Research 200 or any previous version OR MKTG2005 (v.0) Marketing Research or any previous version

Co-requisite units: Nil

Anti-requisite units: Nil

Result type: Grade/Mark

Approved incidental fees: Information about approved incidental fees can be obtained from our website. Visit fees.curtin.edu.au/incidental_fees.cfm for details.

Unit coordinator: Title: DrName: Michael BairdPhone: +618 9266 3289Email: [email protected]: Building: 408 - Room: 2008Consultation times: Tues: 3pm-5pm & Thurs: 10am-12pm

Teaching Staff: Name: Michael BairdEmail: [email protected]

Name: Fiona LongEmail: [email protected]

Name: Angie SilvaEmail: [email protected]

Administrative contact: Name: Kelly NowakPhone: +618 9266 3882Email: [email protected]: Building: 408 - Room: 2014

Learning Management System: Blackboard (lms.curtin.edu.au)

Unit Outline

MKTG3004 Strategic Marketing Semester 2, 2016

Curtin Business School (CBS)School of Marketing

MKTG3004 Strategic Marketing Bentley Campus 27 Jun 2016 School of Marketing, Curtin Business School (CBS)

Page: 1 of 18CRICOS Provider Code 00301J

The only authoritative version of this Unit Outline is to be found online in OASIS

http://fees.curtin.edu.au/incidental_fees.cfm

http://lms.curtin.edu.au/

Syllabus Advanced unit aimed at developing strategic decision making skills with particular reference to marketing. This unit presents the philosophy of integrating market planning into the strategic planning process to cope with an ever changing and challenging business environment characterised by unparalleled technological developments and intensifying competition. Strategic market planning enables managers to undertake a process of market analysis and identification that will determine what business direction it wants to achieve, and how to proceed in a systematic way to turn specific opportunities into profitable businesses. This unit presents a set of normative procedures, which may be utilised to generate a varied range of innovative strategic options and provides a basis for choosing a rational programme for action.

Introduction In an effort to cope with a dynamic and challenging environment, modern companies use two key processes to build their future. The first is strategic planning which enables top management to determine what corporate direction it wants to achieve. The second is marketing planning which enables the company to systematically identify and develop specific opportunities into profitable businesses. This unit presents the conceptual idea of integrating marketing planning into the strategic planning process.

Unit Learning Outcomes All graduates of Curtin University achieve a set of nine graduate attributes during their course of study. These tell an employer that, through your studies, you have acquired discipline knowledge and a range of other skills and attributes which employers say would be useful in a professional setting. Each unit in your course addresses the graduate attributes through a clearly identified set of learning outcomes. They form a vital part in the process referred to as assurance of learning. The learning outcomes tell you what you are expected to know, understand or be able to do in order to be successful in this unit. Each assessment for this unit is carefully designed to test your achievement of one or more of the unit learning outcomes. On successfully completing all of the assessments you will have achieved all of these learning outcomes.

Your course has been designed so that on graduating we can say you will have achieved all of Curtin's Graduate Attributes through the assurance of learning process in each unit.

On successful completion of this unit students can:Graduate Attributes addressed

1 Explain the concept of strategic market decision making and planning and its role within a strategic business unit

2 Conduct information search, aggregation, and data analysis based on business-related data from secondary information sources to analyse customers, competitors, environmental trends, marketing characteristics, company capabilities, and cost dynamics

3 Apply critical thinking through the use of strategic planning tools including SWOT (Strengths, Weaknesses, Opportunity and Threats) analysis, TOWS matrix, portfolio analysis, experience curve, PIMS (Profit Impact of Market Strategy

4 Formulate goals and objectives for a strategic business unit based on an evaluation of the current and desired situation and recommend innovative strategies in market, product, price, distribution and promotion to achieve these desired goals and objectives

5 Recognise the importance of ethics and social responsibility, sustainability issues in marketing, the role of ethics and social responsibility in connection to marketing strategy, and the challenges of ethical behaviour

Curtin Business School (CBS) School of Marketing




Curtin's Graduate Attributes

Learning Activities

Lectures The purpose of the lecture is to describe some of the principles in the unit and the application of those principles. A lecture does not cover all there is to learn about a topic. You will need to read and study further those topics covered in the lecture. Similarly, it is not possible to cover in the lecture all the unit material contained in the prescribed text. However, all relevant material in the prescribed text, whether covered in the lecture or not, forms the subject matter of discussion in the tutorials and may be examinable in the final examination.

Tutorials The purpose of the tutorial is to provide a forum for learning and applying decision making, written and oral communication skills; assess your knowledge and skills; provide an opportunity for you to raise questions with your tutor about the unit (e.g. difficulties experienced with textbooks, or with tutorial tasks). Tutorials commence in Week 1. Your tutor will keep a record of your tutorial attendance. The tutorials will also allow your tutor to guide you through your Strategic Marketing Plan project on a step-by-step basis. It is important to attend tutorials in order to keep abreast with how the lecture material will be specifically applied to your project.

Learning Resources Library Reserve

There are resources for this unit in the library Reserve collection. To access these resources, please click on the following link:

http://link.library.curtin.edu.au/primo/course?MKTG3004

Essential texts

The required textbook(s) for this unit are:

l Reed, P., S.C. Jain, G.T. Haley, R. Voola, M. Wickham, O.C. Ferrell, & M. Hartline. (2015). Strategic Marketing. South Melbourne, Victoria: Cengage Learning. (eBook available here: https://www.cengagebrain.com.au/shop/isbn/9780170367448)

(ISBN/ISSN: 9780170367448)

Recommended texts

You do not have to purchase the following textbooks but you may like to refer to them.

l Reed, P. (2015). Strategic Marketing: Decision Making and Planning. South Melbourne, Victoria: Cengage Learning.

l Ferrell, O.C. & M.D. Hartline. (2014). Marketing Strategy: Text and Cases. Mason, Ohio: Cengage Learning.

l Jain, S.C. & G.T. Haley. (2009). Marketing Planning and Strategy. Mason, Ohio: Cengage Learning.

Apply discipline knowledge Thinking skills (use analytical skills to solve problems)

Information skills (confidence to investigate new ideas)

Communication skills Technology skillsLearning how to learn (apply principles learnt to new situations) (confidence to tackle unfamiliar problems)

International perspective (value the perspectives of others)

Cultural understanding (value the perspectives of others)

Professional Skills (work independently and as a team) (plan own work)

Find out more about Curtin's Graduate attributes at the Office of Teaching & Learning website: ctl.curtin.edu.au





http://link.library.curtin.edu.au/primo/course?MKTG3004

https://www.cengagebrain.com.au/shop/isbn/9780170367448

http://ctl.curtin.edu.au/

l Porter, M.E. (1980). Competitive Strategy. New York: Free Press.

l Hunt, S.D. (2010). Marketing Theory: Foundations, Controversy, Strategy, Resource-Advantage Theory. Armonk, NY: M.E Sharpe, Inc.

l Cravens, D.W. & N.F. Piercy. (2009). Strategic Marketing. New York, NY: McGraw-Hill Irwin.

l Jain, S.C., G.T. Haley, R. Voola, & M. Wickham. (2012). Marketing Planning and Strategy. South Melbourne, Victoria: Cengage Learning.

l Mooradian, T.A., K. Matzler & L.J. Ring. (2012). Strategic Marketing. Upper Saddle River, New Jersey: Pearson.

Assessment Assessment schedule

Detailed information on assessment tasks

1. Case Study Analysis

The Case Study Analysis is worth 20%. The case study answer must be typed (11 font Arial, 1.5 spacing), must include an Executive Summary and must be no more than 1500 words (including the Executive Summary but excluding references and appendices) - Cases over this size will incur a penalty of 10% for every 10% over the word count. The case study must be submitted by 5pm on the 23rd of September via Turnitin in Blackboard.

The Case Study Analysis is expected to provide an informed and robust answer to the discussion questions. It may be found that some of the material presented in the case is outdated, hence you are expected to find and bring in material from outside the case. It is suggested that you find the most recent and up-to-date information possible as well as read material around the case to ensure you do not provide answers that have already been done in real life. A succinct and high quality analysis is expected.

A case study example will be discussed during class two weeks prior to the case study submission. Students are encouraged to read and prepare for the case study example as this will assist them in preparing for the case study submission.

Case Study Analysis - p.446 The Australian Dairy Industry: Beyond the Dairy Farm Gate (Reed, Jain, Haley, Voola, Wickham, Ferrell & Hartline 2015) Answer ALL Discussion Questions

Task Value % Date DueUnit Learning Outcome(s)

Assessed

1

Case Study Analysis 20 percent Week: See Schedule Day: Friday, 23 September 2016 Time: 5:00pm

3,4 5

2

Strategic Marketing Plan 30 percent Week: See Schedule Day: Friday, 14 October 2016 Time: 5:00pm

2,3 4

3Strategic Marketing Plan Presentation 10 percent Week: See Schedule

Day: Within Tutorial Time: Within Tutorial

1,3,4

4Final Examination 40 percent Week: Exam Period

Day: Exam Period Time: Exam Period

1,3,5





2. Strategic Marketing Plan

Part of the learning for this unit involves working effectively in a team, and managing the process of preparing a Strategic Marketing Plan. The exercise is partially designed to enable the individuals within your team to develop and demonstrate their interpersonal skills, personal leadership, negotiation, and organisational skills in addition to their academic qualities. In Week 1 (Tutorial) students are expected to form into groups for the Strategic Marketing Plan Project. A group will not consist of more than 4 students. The topic for the Strategic Marketing Plan will be provided by the Tutor in Week 1 in the tutorial class.

The Strategic Marketing Plan project consists of developing a strategic marketing plan for an organisation, industry or product. The submitted projects are expected to be of high quality and follow the report structure provided in Appendix 1. The marking guide can be found in Appendix 2.

The Situation Analysis of the project is due in the tutorial in teaching week 5. This is not compulsory and it is not marked, however it will be an invaluable opportunity to gain feedback for the rest of the project - It would be foolish NOT to use this opportunity!

Projects are to be submitted by 5pm on the 14th of October into your tutor's pigeon box and via Turnitin in Blackboard. As in a commercial situation, no extensions will be given for the Strategic Marketing Plan project.

Each student in the project team is expected to contribute equally to researching and writing up the project. Students who do not contribute, or who contribute significantly less than their teammates, will be given a mark that directly reflects their contribution.

3. Strategic Marketing Plan Presentation

The Strategic Marketing Plan Presentation is worth 10%. The presentation will be done as a group, however will be marked individually (The marking guide can be found in Appendix 5). Students will be assessed on their presentation skills (e.g. clarity in speaking, confidence etc.) and knowledge of the subject matter. Interaction and creativity in your presentation are also strongly encouraged.

The presentation should take no longer than 20 minutes per group, including time for questions. There will be NO MORE THAN 4 presentations per class. Please ensure a copy of the slides is given to the tutor.

The presentation is expected to be formal in nature and given as if you are presenting to the board of the SBU company. PLEASE NOTE: A formal presentation does not equal a boring presentation! You are expected to use the skills you have learnt over the course of your degree to keep the classes (Board's) interest.

4. Final Exam

The format of the Final Exam will be advised at a later date. Please note that it is important to thoroughly understand the concepts learnt in the textbook as well as the lecture notes, and how these concepts relate to each other, or can be integrated, for you to do well in the final exam. You have 2 hours to complete the exam.

Students are advised to take in a non-programmable calculator to the final exam for this unit. There may be some questions that involve simple multiplication, division, addition or subtraction calculations. If you do not have a non-programmable calculator, these calculations are simple enough to also be performed by manual hand calculations.

The final exam will be held during the University's exam weeks. It is your responsibility to check the venue, date and time for the final exam (details and official results will be released on the university website at a later date). This will be further discussed in lectures closer to the date.

Pass requirements

Must achieve an overall mark equal to or above 50% and satisfactorily demonstrate achievement of the unit learning outcomes.





Fair assessment through moderation

Moderation describes a quality assurance process to ensure that assessments are appropriate to the learning outcomes, and that student work is evaluated consistently by assessors. Minimum standards for the moderation of assessment are described in the Assessment and Student Progression Manual, available from policies.curtin.edu.au/policies/teachingandlearning.cfm

Late assessment policy

This ensures that the requirements for submission of assignments and other work to be assessed are fair, transparent, equitable, and that penalties are consistently applied.

1. All assessments students are required to submit will have a due date and time specified on this Unit Outline. 2. Students will be penalised by a deduction of ten percent per calendar day for a late assessment submission

(eg a mark equivalent to 10% of the total allocated for the assessment will be deducted from the marked value for every day that the assessment is late). This means that an assessment worth 20 marks will have two marks deducted per calendar day late. Hence if it was handed in three calendar days late and given a mark of 16/20, the student would receive 10/20. An assessment more than seven calendar days overdue will not be marked and will receive a mark of 0.

Assessment extension

A student unable to complete an assessment task by/on the original published date/time (eg examinations, tests) or due date/time (eg assignments) must apply for an assessment extension using the Assessment Extension form (available from the Forms page at students.curtin.edu.au/administration/) as prescribed by the Academic Registrar. It is the responsibility of the student to demonstrate and provide evidence for exceptional circumstances beyond the student's control that prevent them from completing/submitting the assessment task.

The student will be expected to lodge the form and supporting documentation with the unit coordinator before the assessment date/time or due date/time. An application may be accepted up to five working days after the date or due date of the assessment task where the student is able to provide an acceptable explanation as to why he or she was not able to submit the application prior to the assessment date. An application for an assessment extension will not be accepted after the date of the Board of Examiners' meeting.

Deferred assessments

Supplementary assessments

Supplementary assessments, if granted by the Board of Examiners, will have a due date or be held between 06/02/2017 and 17/02/2017 . Notification to students will be made after the Board of Examiners’ meeting via the Official Communications Channel (OCC) in OASIS.

It is the responsibility of students to be available to complete the requirements of a supplementary assessment. If your results show that you have been granted a supplementary assessment you should immediately check OASIS for details.

Reasonable adjustments for students with disabilities/health circumstances likely to impact on studies

A Curtin Access Plan (CAP) is a document that outlines the type and level of support required by a student with a disability or health condition to have equitable access to their studies at Curtin. This support can include alternative exam or test arrangements, study materials in accessible formats, access to Curtin’s facilities and services or other support as discussed with an advisor from Disability Services (disability.curtin.edu.au). Documentation is required

If your results show that you have been granted a deferred assessment you should immediately check OASIS for details.

Deferred examinations/tests will be held from 06/02/2017 to 17/02/2017 . Notification to students will be made after the Board of Examiners’ meeting via the Official Communications Channel (OCC) in OASIS.





http://policies.curtin.edu.au/policies/teachingandlearning.cfm

http://students.curtin.edu.au/administration/

http://life.curtin.edu.au/health-and-wellbeing/CAP.htm

http://life.curtin.edu.au/health-and-wellbeing/disability_services.htm

http://life.curtin.edu.au/health-and-wellbeing/disablity_services_eligibility.htm#/health-and-wellbeing/10126.htm

from your treating Health Professional to confirm your health circumstances.

If you think you may be eligible for a CAP, please contact Disability Services. If you already have a CAP please provide it to the Unit Coordinator at the beginning of each semester.

Referencing style

The referencing style for this unit is Chicago.

More information can be found on this style from the Library web site: http://libguides.library.curtin.edu.au/referencing.

Copyright © Curtin University. The course material for this unit is provided to you for your own research and study only. It is subject to copyright. It is a copyright infringement to make this material available on third party websites.

Academic Integrity (including plagiarism and cheating) Any conduct by a student that is dishonest or unfair in connection with any academic work is considered to be academic misconduct. Plagiarism and cheating are serious offences that will be investigated and may result in penalties such as reduced or zero grades, annulled units or even termination from the course.

Plagiarism occurs when work or property of another person is presented as one's own, without appropriate acknowledgement or referencing. Submitting work which has been produced by someone else (e.g. allowing or contracting another person to do the work for which you claim authorship) is also plagiarism. Submitted work is subjected to a plagiarism detection process, which may include the use of text matching systems or interviews with students to determine authorship.

Cheating includes (but is not limited to) asking or paying someone to complete an assessment task for you or any use of unauthorised materials or assistance during an examination or test.

From Semester 1, 2016, all incoming coursework students are required to complete Curtin’s Academic Integrity Program (AIP). If a student does not pass the program by the end of their first study period of enrolment at Curtin, their marks will be withheld until they pass. More information about the AIP can be found at: https://academicintegrity.curtin.edu.au/students/AIP.cfm

Refer to the Academic Integrity tab in Blackboard or academicintegrity.curtin.edu.au for more information, including student guidelines for avoiding plagiarism.

Information and Communications Technology (ICT) Expectations Curtin students are expected to have reliable internet access in order to connect to OASIS email and learning systems such as Blackboard and Library Services.

You may also require a computer or mobile device for preparing and submitting your work.

For general ICT assistance, in the first instance please contact OASIS Student Support: oasisapps.curtin.edu.au/help/general/support.cfm

For specific assistance with any of the items listed below, please contact The Learning Centre: life.curtin.edu.au/learning-support/learning_centre.htm

l Using Blackboard, the I Drive and Back-Up files l Introduction to PowerPoint, Word and Excel





http://life.curtin.edu.au/health-and-wellbeing/contact_disability_services.htm

http://libguides.library.curtin.edu.au/referencing

https://academicintegrity.curtin.edu.au/students/AIP.cfm

http://academicintegrity.curtin.edu.au/

https://oasisapps.curtin.edu.au/help/general/support.cfm

http://life.curtin.edu.au/learning-support/learning_centre.htm

Additional information

APPENDIX 1

Strategic Marketing Plan (SMP) checklist

Your group is responsible for the development of a Strategic Marketing Plan (SMP) for a Strategic Business Unit (SBU) within a firm and must ultimately be a long-term plan (3-5 years). This checklist is provided to assist students with achieving this.

REPORT FORMAT

1. Length: 8,000 words maximum (approx. 35 pages) including appendices and references – Reports over this size will incur a penalty of 10% for every 10% over the word count

2. Font: Arial 11 point 3. Text: print one side only, 1.5 spaced, report style writing 4. Margin: 1.5cm left side margin and 3 cm right side margin 5. Binding: staple top left corner

REPORT STRUCTURE

The following sections MUST be included in your Plan – without every one of these sections (with every one done well), the document is relatively worthless, and will be assessed as such.

1. EXECUTIVE SUMMARY

The Executive Summary is NOT an introduction. It is a summary of the key strategies you are recommending the corporation use to achieve its marketing objectives and goals, and your explanation of why these marketing strategies are needed.

2. CONTENTS PAGE

List your headings and sub-headings using a numerical format and ensure the corresponding page number is correct.

(NB: You do not list the Executive Summery in the contents page, it is a stand-alone document)

3. CORPORATION & SBU BACKGROUND

3.1 Corporation

Provide a brief outline on the corporation as it is today. Discuss the company structure, key stakeholders/influencers, overall performance, other business operations and interests.

3.2 SBU

Give details of the SBU for which you are developing the strategic marketing plan. Give details of product(s) covered by the SBU, the geographical scope of the SBU, its operations, strategic fit within the corporate structure and overall financial performance.

4. SBU SITUATION ANALYSIS (Where are we now?)

Review the internal (micro-) and external (macro-) environments of the SBU, including:





4.1 SBU Corporate Appraisal

l Senior Mgmt e.g. how does their skills and values affect the direction of the company. l Corporate Culture e.g. how does employees’ values and attitudes affect how the company operates. l Corporate Stakeholders e.g. identify the relevant stakeholders and how they affect the company’s operations. l Corporate Resources e.g. how do the firm’s resources affect the SBU’s strategies. l Review of Past Performance e.g. identify and review previous strategies that have made a significant impact

(positive and negative) on the company.

4.2 SBU Customers

l Provide a brief summary of relevant and major changes and trends that have occurred within the SBU’s industry over the last 5-10 years.

l Discuss relevant changes and trends in the macroenvironment (i.e. PESTEL) that that have occurred within the SBU’s industry.

l Analyse market performance in which the SBU is operating. Provide detailed information on the SBU’s key market segments, their growth/decline (provide data on sales, growth, market share, etc. for the past 5 years) and the reasons for this. Use tables/graphs to clearly demonstrate your findings.

4.3 SBU Competition (Use a table format)

l List major competitors of the SBU, their market share or some measure of their relative success and power compared to your own SBU.

l Review the performance of each competitor to date. l Review relative resources, profitability, key competitive advantages and Sustainable Competitive Advantages

of each of the key competitors.

4.4 Key Findings

l List the major key findings from your analysis presented in 4.1, 4.2 and 4.3.

5. SBU OBJECTIVES AND GOALS (“Where do we want to be"?)

Indicate the time period (years) for the strategic marketing plan and list separately the objectives and goals for the SBU for the time period. Relate these to your Situational Analysis (Section 4). Be realistic – don’t come up with either objectives or goals that are unrealistic (i.e. a very remote likelihood of your SBU actually achieving them), or objectives and goals that are already achieved (what is the point of doing this?)

6. RECOMMENDED STRATEGIES (“How do we achieve our objectives and goal?”)

You need to recommend strategies that are relevant to helping you achieve the SBU's objectives and goals listed in Section 5. This may include some or all of the following:

6.1 Market Strategies

6.2 Product Strategies

6.3 Pricing Strategies

6.4 Distribution Strategies

6.5 Promotion Strategies

The strategies themselves should logically flow from your analysis of the internal and external environments e.g. developing strategies that will leverage the SBU’s strengths to create further sustainable competitive advantages, or to deal with competitors before they negatively impact on the SBU’s performance.





7. IMPLEMENTATION PROGRAM (“How do we operationalise our strategies described in Section 6?”)

Present the proposed plan for implementation/control in the form of a Table.

8. BUDGET SUMMARY

Provide an estimate of all costs associated with the strategies.

9. SOURCES OF INFORMATION

List all key sources of information your group has used to discover information on the 3C's or other areas of relevance to the Strategic Marketing Plan. Particularly good sources add weight / credibility to your Plan and hence are likely to earn you “bonus marks”.

10. APPENDICES

Appendices should be used to include relevant information that your group has based the Strategic Marketing Plan on that was not critically important enough to be included in the body of the Plan itself. If you evaluated various strategic alternatives, provide this comparison in the appendices.

Some common problems to avoid:

l An Executive Summary is NOT an introduction; it must address all areas of the plan in one page l The plan must focus on the Strategic Business Unit (SBU) and not the Corporation l A lack of diverse and credible information sources l Data on Corporation and SBU should NOT be treated as identical l Lack of use of strategic tools to summarise/prove a point l The plan should not deviate into an ‘International Marketing Plan’ with several country markets being analysed l Different sections of the plan not linking together (e.g. no flow through the plan) l Objectives and Goals are not 'SMART' l Objectives and Goals are not built from the Situation Analysis l Strategies do not link with the Situation Analysis and/or Company Information l Strategies are not built from the Objectives and Goals l Strategies are merely listed, and do not show how they can achieve the Objectives and Goals l Implementation table and/or Budget do not link with the Strategies and/or are not realistic l Details and costs for the Implementation table and/or Budget should not be simply plucked from the air l Appendices are additional information; they do not have to be read by the reader.





APPENDIX 2

Strategic Marketing Plan (SMP) Marking Guide

Students’ Names: ________________________ St. No.:___________________

_______________________ St. No.:__________________

_______________________ St. No.:__________________

_______________________ St. No.:__________________

Content (Please refer to the unit outline for in-depth explanations of the requirements of each section).

Marks Score

EXECUTIVE SUMMARY 5

CORPORATION & SBU BACKGROUND 10

SBU SITUATION ANALYSIS (includes breadth of information sources / appropriate use of references / reference technique)

30

SBU Objectives and Goals 5

Recommended strategies 30

Implementation Program & Budget Summary 10

Consistency between Situation Analysis, Objectives, and Strategies 5

Clear Report Structure, use of Contents Page, Appendices, and Clarity of Communication 5

Total 100

Other Comments: _______________________________________________

_______________________________________________

_______________________________________________

Signature/Date: _______________________________________________





APPENDIX 3

Strategic Marketing Plan (SMP) Peer Group Assessment Form

This peer group assessment form is voluntary and only needs to be completed if you believe a team member(s) is(are) not making an equitable contribution(s) to the SMP. If this is the case, then each student in the group is required to fill out a peer group assessment form. The form should be submitted in Week 8 to enable the tutor to take efficient and effective action. The form can be submitted to the tutor or to the tutor's pigeon box. Marks may vary between group members for the same assignment, depending upon feedback received on each individual’s input and contribution to the project.

You have a certain amount of marks to allocate between your team members. The total marks to be distributed will be ten times the number of members in your group. (i.e., if there are four members in your group then you have 40 marks to distribute between the group members). The marks reflect the contribution that each group member has made to the project – you will also need to allocate yourself a mark. It is important that you aim to be as objective and unbiased as possible. The peer group mark will influence the final mark given.

Peer Group Assessment Form

Group Member’s Name: Mark1. 2. 3. 4. Total





APPENDIX 4

This cover sheet and declaration is to be completed and attached to your submission

Strategic Marketing Plan (SMP) Cover Sheet and Declaration

Name of Student Student ID

(Name as enrolled - please underline and capitalize Surname/Family Name)

1. _________________________________________________________

2. _________________________________________________________

3. _________________________________________________________

4. _________________________________________________________

Tutor’s Name: ____________________________________

Day/Time of Tutorial: ____________________________________

Date Submitted: _____________________ Date Stamped (when available)

Your assignment should meet the following requirements;

l Assignment is word processed and 1.5 spaced l Pages have been consecutively numbered and identified l A copy of the assignment has been retained l Spell-check has been conducted and corrections made l Word Count ______________ (please complete) l Declaration below is complete

All forms of plagiarism, cheating and unauthorized collusion are regarded seriously by the University and could result in penalties including failure in the course and possible exclusion from the University. If you are in doubt, please contact your lecturer, Unit Controller, or your tutors.

Declaration

Except where indicated, the work submitted in this assignment is our own work and has not been submitted for assessment in another Unit or Course. We warrant that any electronic files which may be submitted as part of this assignment have been checked for viruses and reported clean.

____________________________ ____________________________

(Student’s Signature) (Student’s Signature)

____________________________ ____________________________

(Student’s Signature) (Student’s Signature)





APPENDIX 5

Strategic Marketing Plan (SMP) Presentation Marking Guide

Students’ Names: 1. ________________________ St. No.:__________________

2. _______________________ St. No.:__________________

3. _______________________ St. No.:__________________

4. _______________________ St. No.:__________________

Presenter

1. 2. 3. 4.

Marks Score

Presents relevant sections of the Strategic Marketing Plan 10

Presenter speaks clearly and can be easily heard 10

Non-verbal communication:

Eye contact and positive body language

10

Quality of the PowerPoint display:

Effects, readability, spelling, grammar

10

Presentation rehearsal:

Not simply reading from notes or using notes sparingly

10

Confidence and Enthusiasm of the presenter 10

Presenter retains the interest of the audience 10

Behaviour during other presenters segments 10

Consistency between presenters 10

Shows an understanding of the Strategic Marketing Plan 10

Total 100

Other Comments:

Signature/Date:





Presentation Information for Students:

It is extremely IMPORTANT that students understand the expectations and requirements of the presentation. Take note of the following instructions:

l It is the responsibility of the students to ensure that the classroom is equipped with the necessary equipment (e.g. computer, data projector etc.) for the mode of presentation that they have chosen. Otherwise please make prior arrangements (at least two weeks) with your tutor to have the equipment booked. Failure to present on the allocated presentation date/time due to technical difficulties will not be rescheduled. The group will be awarded a “ZERO” for presentation.

l Students are strongly advised to “test” the relevant equipment that they will be using in their presentations to ensure the compatibility of the electronic sources.

l A hardcopy of the presentation slides MUST be submitted to the tutor prior to the start of the presentation.

l Each presentation must not exceed 20 MINUTES. The presenter will be asked to stop once the time limit is up. The norm is 15 minute presentation and 5 minutes of Q&A.

l The presentation is worth 10%. Every student in the group must present to obtain the credit. Students will be assessed on their presentation skills (e.g. clarity in speaking, confidence etc.) and knowledge of the subject matter. Interaction and creativity in your presentation are also strongly encouraged.





Enrolment

It is your responsibility to ensure that your enrolment is correct - you can check your enrolment through the eStudent option on OASIS, where you can also print an Enrolment Advice.

Student Rights and Responsibilities It is the responsibility of every student to be aware of all relevant legislation, policies and procedures relating to their rights and responsibilities as a student. These include:

l the Student Charter l the University's Guiding Ethical Principles l the University's policy and statements on plagiarism and academic integrity l copyright principles and responsibilities l the University's policies on appropriate use of software and computer facilities

Information on all these things is available through the University's "Student Rights and Responsibilities" website at: students.curtin.edu.au/rights.

Student Equity There are a number of factors that might disadvantage some students from participating in their studies or assessments to the best of their ability, under standard conditions. These factors may include a disability or medical condition (e.g. mental illness, chronic illness, physical or sensory disability, learning disability), significant family responsibilities, pregnancy, religious practices, living in a remote location or another reason. If you believe you may be unfairly disadvantaged on these or other grounds please contact Student Equity at [email protected] or go to http://eesj.curtin.edu.au/student_equity/index.cfm for more information

You can also contact Counselling and Disability services: http://www.disability.curtin.edu.au or the Multi-faith services: http://life.curtin.edu.au/health-and-wellbeing/about_multifaith_services.htm for further information.

It is important to note that the staff of the university may not be able to meet your needs if they are not informed of your individual circumstances so please get in touch with the appropriate service if you require assistance. For general wellbeing concerns or advice please contact Curtin's Student Wellbeing Advisory Service at: http://life.curtin.edu.au/health-and-wellbeing/student_wellbeing_service.htm

Recent unit changes Students are encouraged to provide unit feedback through eVALUate, Curtin's online student feedback system. For more information about eVALUate, please refer to evaluate.curtin.edu.au/info/.

Recent changes to this unit include:

1. New Unit Learning Outcomes 2. Revised Individual Case Study Analysis marking rubric 3. Added 'Some common problems to avoid' in the SMP checklist 4. New Journal Article readings in Tutorials 3 and 4.

To view previous student feedback about this unit, search for the Unit Summary Report at https://evaluate.curtin.edu.au/student/unit_search.cfm. See https://evaluate.curtin.edu.au/info/dates.cfm to find out when you can eVALUate this unit.





http://students.curtin.edu.au/rights/

mailto:[email protected]

http://eesj.curtin.edu.au/student_equity/index.cfm

http://www.disability.curtin.edu.au/

http://life.curtin.edu.au/health-and-wellbeing/about_multifaith_services.htm

http://life.curtin.edu.au/health-and-wellbeing/student_wellbeing_service.htm

http://evaluate.curtin.edu.au/info/index.cfm

https://evaluate.curtin.edu.au/student/unit_search.cfm

https://evaluate.curtin.edu.au/info/dates.cfm

Program calendar Teaching

Week Commencing Lecture Pre-Readings Tutorial Assessment

Due

1. 1 August l The Changing World of Marketing

l Strategic Thinking and Strategic Decision-Making

Reed et al. (2015) Extract 1 & 2

l Introductions l Strategic Marketing Plan

(SMP) requirements outlined

l Formation of groups for the SMP

l Collection of client/SBU for SMP

2. 8 August l Corporate Appraisal l Understanding

Competition


l Finalise groups for SMP (students not attending Week 1 will be allocated into groups at the beginning of Week 2)

l Concept of adopting an SBU approach

l Strategic Marketing vs. Marketing Management

l SMP contents & process reviewed

3. 15 August l Understanding the customer

l Scanning the Environment


l Read and Discuss:

Keegan, Warren J. (2004) Strategic marketing planning: a twenty-first century perspective, International Marketing Review, 21.1; 13-16.

4. 22 August l SWOT Analysis l Strategic

Development


l Read and Discuss:

Shark, Alan R. (1994) Orchestrating a strategic marketing plan, Association Management, 46.11; 46-51.

l Discussion on SMP

29 August Non Tuition Week

5. 5 September

l Portfolio Analysis Reed et al. (2015) Extract 9

l Discussion of Case Study example

l Discussion of rubric marking guide

Situation Analysis

6. 12 September

l Strategic Tools – Experience Curve and PIMS

Reed et al. (2015) Extract 10

l Discussion on SMP l Refine situation analysis l Develop marketing

objectives and goals





7. 19 September

l Market Strategies l Product Strategies


l Discussion of Market Strategies

l Discussion of Product Strategies

l Discussion of Case Study

Case Study Analysis

26 September

Non Tuition Week

8. 3 October l Pricing Strategies l Distribution

Strategies


l Discussion of Pricing Strategies

l Discussion of Distribution Strategies

9. 10 October l Promotion Strategies

l Marketing Implementation and Control


l Discussion of Promotion Strategies

l Discussion of Implementation and Control

l Discussion on SMP l Discussion on SMP

Presentation

Strategic Marketing Plan

10. 17 October l Ethics and Social Responsibility in Marketing Strategy


l Presentations Presentation

11. 24 October l Developing and Maintaining Long-Term Customer Relationships


l Presentations Presentation

12. 31 October l Exam Revision All Extracts

l Exam revision





MKTG3004 Strategic Marketing Semester 2,...

Documents

Transcript of MKTG3004 Strategic Marketing Semester 2,...