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Unit of study_

MKTG6003: Marketing Strategy

Semester 2, 2021 [Normal day] - Remote

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

Unit code MKTG6003
Academic unit Marketing
Credit points 6
Prohibitions
? 
None
Prerequisites
? 
MKTG5001
Corequisites
? 
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+) Type B final exam Final exam (Closed book)
Multiple choice and Short Q&A
40% Formal exam period
Closing date: 05 Dec 2021
1 hour
Outcomes assessed: LO1 LO6 LO3 LO2 LO5
Participation Workshop performance (in class, online tasks)
25% Ongoing
Closing date: 12 Nov 2021
60 mins
Outcomes assessed: LO1 LO6
Assignment group 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: LO1 LO2 LO6 LO4
Presentation group assignment 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: LO6
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: LO1 LO4 LO6
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: LO6
group assignment = group assignment ?
Type B final exam = 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 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:

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.

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 Introduction to marketing strategy in today’s economy Lecture (2 hr) LO1
Week 02 Strategic marketing planning Lecture (2 hr) LO2
Week 03 Collecting and analyzing marketing information Lecture (2 hr) LO2 LO3
Week 04 Developing competitive advantage and strategic focus Lecture (2 hr) LO1 LO2 LO3
Week 05 Strategic planning for digital and social media planning Lecture (2 hr) LO2 LO3
Week 06 Implementation of the strategic digital and social media marketing Lecture (2 hr) LO1 LO3 LO6
Week 07 Customer, segmentation and target marketing Lecture (2 hr) LO3 LO4
Week 08 The marketing program Lecture (2 hr) LO1 LO4 LO6
Week 09 Branding and positioning Lecture (2 hr) LO3 LO4 LO6
Week 10 Ethics and social responsibility in marketing strategy Lecture (2 hr) LO5
Week 11 Marketing implementation and control Lecture (2 hr) LO4 LO6
Week 12 Developing and maintaining a long-term customer relationship Lecture (2 hr) LO4 LO5 LO6
Week 13 Course review Lecture (2 hr) LO1 LO6

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 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. 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
GQ1 GQ2 GQ3 GQ4 GQ5 GQ6 GQ7 GQ8 GQ9

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

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

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.