Outline

Overview

This unit is a survey of marketing strategy and planning. It critically evaluates key marketing strategy concepts such as SWOT analysis; alternative identification and evaluation; marketing research to inform strategic decision making; selection of alternatives and implementation of strategy and the role of the marketing mix elements in marketing strategy. It also critically evaluates sustainable and non-sustainable advantages.

Unit details and rules

Academic unit	Marketing
Credit points	6
Prerequisites ?	MKTG5001
Corequisites ?	None
Prohibitions ?	None
Assumed knowledge ?	None
Available to study abroad and exchange students	Yes

Teaching staff

Coordinator	Ulku Yuksel, ulku.yuksel@sydney.edu.au

Type	Description	Weight	Due	Length
Final exam (Record+)	Final exam (Closed book) Multiple choice and Short Q&A	40%	Formal exam period Closing date: 05 Dec 2021	1 hour
Outcomes assessed:
Participation	Workshop performance (in class, online tasks)	25%	Ongoing Closing date: 12 Nov 2021	60 mins
Outcomes assessed:
Assignment	Final Assignment report Written report (incl. tables & figures but excluding references)	25%	Week 10 Closing date: 24 Oct 2021	3500 words (incl. tables & figures)
Outcomes assessed:
Presentation	Final Assignment presentation Presentation (marked individually)	5%	Week 11 Due date: 25 Oct 2021 at 09:00 Closing date: 12 Nov 2021	3 minutes per student
Outcomes assessed:
Assignment	Individual reflection statement: Learning diary Students reflect on their personal experience during the course	3%	Week 11 Due date: 15 Nov 2020 at 23:00 Closing date: 15 Nov 2020	Maximum 1000 words
Outcomes assessed:
Participation	Business research component via SONA Choice between a survey with no right or wrong answers OR a journal review	2%	Weekly Closing date: 30 Oct 2021	45 minutes
Outcomes assessed:
= group assignment ? = Type B final exam ?

Assessment summary

Final exam: This will include all material covered in lecturers, workshops, including activities, exercises, readings, case studies, presentations by your peers or guest lecturers (if invited). It will also test your critical thinking and reflection skills in the context of marketing strategy.
Marketing Strategy Plan Project: Students in groups will work in their groups to critically evaluate the current marketing strategy of a company. In doing so student will craft the current value proposition of the company; i.e., students will critical review the company’s value proposition. Students then will make recommendations on a renewed marketing strategy to enhance the competitiveness of the company. Suggested areas of analysis may be -but are not limited to- macro-environment, industry and competitive analysis, as well as internal capability and other relevant strategic analyses.
Self-reflection: Student are expected to individually self-reflect on their learning of the unit and the Final Project.
Participation: At the end of the semester each student will be allotted a participation mark based on their participation in class and on online forums (Canvas). This is aimed at encourage active participation to promote students’ own and their peers’s learning. Being able to contribute to group learning and solving problems with others is an attribute employers value highly.
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:

Business School rules apply.

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.

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.

Weekly schedule

WK	Topic	Learning activity
Week 01	Introduction to marketing strategy in today’s economy	Lecture (2 hr)
Week 02	Strategic marketing planning	Lecture (2 hr)
Week 03	Collecting and analyzing marketing information	Lecture (2 hr)
Week 04	Developing competitive advantage and strategic focus	Lecture (2 hr)
Week 05	Strategic planning for digital and social media planning	Lecture (2 hr)
Week 06	Implementation of the strategic digital and social media marketing	Lecture (2 hr)
Week 07	Customer, segmentation and target marketing	Lecture (2 hr)
Week 08	The marketing program	Lecture (2 hr)
Week 09	Branding and positioning	Lecture (2 hr)
Week 10	Ethics and social responsibility in marketing strategy	Lecture (2 hr)
Week 11	Marketing implementation and control	Lecture (2 hr)
Week 12	Developing and maintaining a long-term customer relationship	Lecture (2 hr)
Week 13	Course review	Lecture (2 hr)

Attendance and class requirements

Lecture recordings: All lectures and/or 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.

Required textbook:

Ferrell et al. (2022) Marketing Strategy, Cengage

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. Apply and reflect on academic underpinnings of theories and managerial applications in marketing strategy. For this, critically evaluate key strategic marketing concepts and decisions from both an academic and practical perspectives.
LO2. Critically analyse external and internal marketing environments
LO3. critically evaluate key strategic marketing concepts from both an academic and a practical perspective
LO4. Engage in creative thinking, critical thinking and decision-making through the synthesis of insights from data and inputs
LO5. Evaluate (Un)ethical practices and sustainability in marketing strategy
LO6. Reflect on learning via written and oral presentation and communication. For example, engage in robust debates on key strategic 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.

No changes have been made since this unit was last offered.

Additional information

Disclaimer

Important: the University of Sydney regularly reviews units of study and reserves the right to change the units of study available annually. To stay up to date on available study options, including unit of study details and availability, refer to the relevant handbook.

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

Late submission

Academic integrity

Learning support

Learning support

Simple extensions

Special consideration

Using AI responsibly

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

MKTG6003: Marketing Strategy

Semester 2, 2021 [Normal day] - Remote

Overview

Overview

Unit details and rules

Teaching staff

Assessment

Assessment

Assessment summary

Assessment criteria

Late submission

Academic integrity

Learning support

Learning support

Simple extensions

Special consideration

Using AI responsibly

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