Outline

Overview

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	Ruud Wetzels, ruud.wetzels@sydney.edu.au

Assessment

The census date for this unit availability is 31 March 2025

Details
Criteria

Type	Description	Weight	Due	Length
Supervised exam ?	Final exam Exam	45%	Formal exam period	2 hours
Outcomes assessed:
Presentation	Tutorial leader case study discussion Presentation	10%	Multiple weeks	20 minutes
Outcomes assessed:
Participation	Participation Tutorial, lecture and research participation	15%	Ongoing	Ongoing
Outcomes assessed:
Assignment	Strategic marketing analysis - written report Assignment	30%	Week 12 Due date: 23 May 2025 at 23:59 Closing date: 26 May 2025	2500 words
Outcomes assessed:
= group assignment ? = AI allowed ?

Assessment summary

Final exam (45%): 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 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 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.
Participation (15%): Students are assessed based on their preparation for and participation in assigned tutorial and lecture activities and discussions (13%), as well as participation in BRC (2%).

Detailed information for each assessment can be found on Canvas.

Assessment criteria

The University awards common result grades, set out in the Coursework Policy (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.

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

Except for supervised exams or in-semester tests, you may use generative AI and automated writing tools in assessments unless expressly prohibited by your unit coordinator.

For exams and in-semester tests, the use of AI and automated writing tools is not allowed unless expressly permitted in the assessment instructions.

The icons in the assessment table above indicate whether AI is allowed – whether full AI, or only some AI (the latter is referred to as “AI restricted”). If no icon is shown, AI use is not permitted at all for the task. Refer to Canvas for full instructions on assessment tasks for this unit.

Your final submission must be your own, original work. You must acknowledge any use of automated writing tools or generative AI, and any material generated that you include in your final submission must be properly referenced. You may be required to submit generative AI inputs and outputs that you used during your assessment process, or drafts of your original work. Inappropriate use of generative AI is considered a breach of the Academic Integrity Policy and penalties may apply.

The Current Students website provides information on artificial intelligence in assessments. For help on how to correctly acknowledge the use of AI, please refer to the  AI in Education Canvas site.

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.

Learning support

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.

Support for students

The Support for Students Policy reflects the University’s commitment to supporting students in their academic journey and making the University safe for students. It is important that you read and understand this policy so that you are familiar with the range of support services available to you and understand how to engage with them.

The University uses email as its primary source of communication with students who need support under the Support for Students Policy. Make sure you check your University email regularly and respond to any communications received from the University.

Learning resources and detailed information about weekly assessment and learning activities can be accessed via Canvas. It is essential that you visit your unit of study Canvas site to ensure you are up to date with all of your tasks.

If you are having difficulties completing your studies, or are feeling unsure about your progress, we are here to help. You can access the support services offered by the University at any time:

Support and Services (including health and wellbeing services, financial support and learning support)
Course planning and administration
Meet with an Academic Adviser

Weekly schedule

WK	Topic	Learning activity
Week 01	Course overview and introduction to strategic market management	Lecture (2 hr)
Week 01	Tutorial: Course introduction & article discussion "The difference between marketing and sales"	Tutorial (1 hr)
Week 02	External analysis: Customers and competitors	Lecture (2 hr)
Week 02	Tutorial: Group formation, article discussion "How to analyse a case study?" & class case study exercise "Apple"	Tutorial (1 hr)
Week 03	External analysis: The macro environment, markets and submarkets	Lecture (2 hr)
Week 03	Class case study analysis discussion "Netflix"	Tutorial (1 hr)
Week 04	The company: Internal analysis and creating advantage - value leadership and CVP	Lecture (2 hr)
Week 04	Class case study analysis discussion "Gillette"	Tutorial (1 hr)
Week 05	Building, managing and measuring customer relationships	Lecture (2 hr)
Week 05	Case study: Tutorial leader discussion topic 1 "Cutco Knives"	Tutorial (1 hr)
Week 06	Building and managing brand equity toward a strong brand relationship	Lecture (2 hr)
Week 06	Case study: Tutorial leader discussion topic 2 "Patagonia"	Tutorial (1 hr)
Week 07	Growth strategies: Energising and leveraging the business	Lecture (2 hr)
Week 07	Case study: Tutorial leader discussion topic 3 "Kombi Sports"	Tutorial (1 hr)
Week 08	Industry guest	Lecture (2 hr)
Week 08	Marketing group project: Guidance and feedback	Tutorial (1 hr)
Week 09	Growth strategies: Creating new business - global strategies	Lecture (2 hr)
Week 09	Case study: Tutorial leader discussion topic 4 "Peleton"	Tutorial (1 hr)
Week 10	Digital marketing - providing an integrated omnichannel experience	Lecture (2 hr)
Week 10	Case study: Tutorial leader discussion topic 5 "Shopify"	Tutorial (1 hr)
Week 11	Sustainability in marketing strategy - creating shared value (CSV)	Lecture (2 hr)
Week 11	Case study: Tutorial leader discussion topic 6 "The Cocoa Exchange"	Tutorial (1 hr)
Week 12	Contemporary issues in marketing strategy - disruption and 'game changers'	Lecture (2 hr)
Week 12	Course review: Connecting the dots	Tutorial (1 hr)
Week 13	Final exam briefing	Lecture (2 hr)
Week 13	Exam tips & 'Q&A'	Tutorial (1 hr)

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

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.

Outcomes
Graduate qualities

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
Learning outcomes

Responding to student feedback

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

In response to tutor and student feedback, the assessment has been slightly changed. The component "Midterm Canvas Quiz" has been removed and its weight (10%) is redistributed over the other individual assessment components. 5% was added to the exam and 5% to participation. The timeslot originally dedicated to the quiz is now filled with a guest lecture by an industry expert.

Additional information

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.

Current students

Overview

Overview

Unit details and rules

Teaching staff

Assessment

Assessment

Assessment summary

Assessment criteria

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

Late submission

Academic integrity

Learning support

Learning support

Simple extensions

Special consideration

Using AI responsibly

Support for students

Weekly schedule

Weekly schedule

Attendance and class requirements

Study commitment

Required readings

Learning outcomes

Learning outcomes

Graduate qualities

Outcome map

Responding to student feedback

Responding to student feedback

Additional information

Additional information

Disclaimer

On this page

Useful links

MKTG3118: Marketing Strategy and Planning

Semester 1, 2025 [Normal day] - Camperdown/Darlington, Sydney

Overview

Overview

Unit details and rules

Teaching staff

Assessment

Assessment

Assessment summary

Assessment criteria

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

Late submission

Academic integrity

Learning support

Learning support

Simple extensions

Special consideration

Using AI responsibly

Support for students

Weekly schedule

Weekly schedule

Attendance and class requirements

Study commitment

Required readings

Learning outcomes

Learning outcomes

Graduate qualities

Outcome map

Responding to student feedback

Responding to student feedback

Additional information

Additional information

Disclaimer

On this page

Useful links