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Unit of study_

MKTG3118: Marketing Strategy and Planning

Semester 2, 2021 [Normal day] - Camperdown/Darlington, Sydney

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

Unit details and rules

Unit code MKTG3118
Academic unit Marketing
Credit points 6
Prohibitions
? 
None
Prerequisites
? 
MKTG1001
Corequisites
? 
None
Assumed knowledge
? 

None

Available to study abroad and exchange students

Yes

Teaching staff

Coordinator Donnel Briley, donnel.briley@sydney.edu.au
Tutor(s) Evangelos Gongolidis, evangelos.gongolidis@sydney.edu.au
Type Description Weight Due Length
Final exam (Open book) Type C final exam Final exam
Exam
30% Formal exam period 1.5 hours
Outcomes assessed: LO1 LO2 LO3
Participation Participation
Tutorial and research participation
10% Ongoing Ongoing
Outcomes assessed: LO4
Assignment Simulation assignment
Simulation: Value Propositions
10% Week 06 2 pages / 50 minutes
Outcomes assessed: LO1 LO2 LO3
In-semester test (Open book) Type C in-semester exam Exam - Midterm
Exam - Midterm
20% Week 08
Due date: 07 Oct 2021 at 14:30
1 hour
Outcomes assessed: LO1 LO2 LO3
Assignment group assignment Project
Assignment
30% Week 12 12 pages
Outcomes assessed: LO2 LO3 LO4
group assignment = group assignment ?
Type C final exam = Type C final exam ?
Type C in-semester exam = Type C in-semester exam ?

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 exam (20%): The course includes a one-hour in-class exam during week 8. Materials covered in the exam can include content from class sessions (including industry guests), course readings and tutorials. 
  • Final exam (30%): The course includes a 90-minute 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 must be addressed. Results of each group’s analyses are presented in a 12-page report.
  • Simulation (10%): Students complete a simulation exercise and related assignment in tutorials, and their performance and work are assessed.

 

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 sydney.edu.au/students/guide-to-grades.

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.

You may only use artificial intelligence and writing assistance tools in assessment tasks if you are permitted to by your unit coordinator, and if you do use them, you must also acknowledge this in your work, either in a footnote or an acknowledgement section.

Studiosity is permitted for postgraduate units unless otherwise indicated by the unit coordinator. The use of this service must be acknowledged in your submission.

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 Business environment and customers Lecture (2 hr) LO1 LO3 LO4
No tutorial Tutorial (1 hr) LO1 LO2 LO3
Week 02 Company and competition Lecture (2 hr) LO1 LO3 LO4
Tutorial introduction Tutorial (1 hr) LO1 LO2 LO3
Week 03 Industry guest Lecture (2 hr) LO1 LO3 LO4
External analyses Tutorial (1 hr) LO1 LO2 LO3
Week 04 Value propositions Lecture (2 hr) LO1 LO3 LO4
Simulation background Tutorial (1 hr) LO1 LO2 LO3
Week 05 Managing customer relationships Lecture (2 hr) LO1 LO3 LO4
Simulation test run Tutorial (1 hr) LO1 LO2 LO3
Week 06 Branding and communications Lecture (2 hr) LO1 LO3 LO4
Simulation run Tutorial (1 hr) LO1 LO2 LO3
Week 07 Industry guest Lecture (2 hr) LO1 LO3 LO4
Simulation de-brief Tutorial (1 hr) LO1 LO2 LO3
Week 08 Mid-semester exam Lecture (2 hr) LO1 LO3 LO4
Exam week: No tutorials Tutorial (1 hr) LO1 LO2 LO3
Week 09 Growth Lecture (2 hr) LO1 LO3 LO4
Project guidance Tutorial (1 hr) LO1 LO2 LO3
Week 10 Industry guest Lecture (2 hr) LO1 LO3 LO4
Project guidance Tutorial (1 hr) LO1 LO2 LO3
Week 11 Leveraging technology Lecture (2 hr) LO1 LO3 LO4
Project guidance Tutorial (1 hr) LO1 LO2 LO3
Week 12 Industry guest 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
Project guidance 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 tutorial time is committed to group project development.

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.