代写156.757 Marketing Strategy Semester 2, 2024代写数据结构语言
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Marketing Strategy
COURSE GUIDE
Semester 2, 2024
The prescription for this course is “A study of theories and practical applications of marketing strategy across different contexts.”
To understand the idea of strategy we can draw on the work of Kenichi Ohmae, a famous Mckinsey Co. consultant. He developed the 3 Cs, or strategic triangle, as away of thinking about strategy. I’ve drawn this for you below.
The 3 Cs are very similar to the approach taken in the required textbook, which divides marketing strategy into:
Customer factors (all customers differ, all customers change)
Competitive factors (all competitors react, so you need a sustainable competitive advantage)
Corporation factors (all resources are limited)
Because we are studying marketing, rather than general business strategy, we are interested in concepts such as marketing decision making, market-based assets, customer segmentation, customer dynamics, sustainable competitive advantage, branding, product and service offerings, customer relationships, channel relationships, and marketing budgeting. We will also examine these concepts in the context of omnichannel retail strategy and international marketing strategy. The study and application of these concepts add up to a course in
marketing strategy, which I define as:
The decisions and actions that build a sustainable competitive advantage in the minds of customers to create long-term value for stakeholders
This is aslight simplification of the definition in the textbook. Note that stakeholders don’t have to be businesses, and value doesn’t have to be monetary. The same principles will apply to non-profits and government agencies, together with their controlling donors, ministers, trustees or boards. Also, as we are marketers, we know that customer’s knowledge of, and engagement with, our brand are the true keys to long-term success.
So good luck! And I hope you enjoy the course, ask questions, have critical discussions with your classmates and participate in the online forum. There is no final examination, but you will be tested on your knowledge in class, with three written assignments following to allow you to demonstrate and apply what you learn during the course.
Course student learning outcomes
LO1 Discuss theories of marketing strategy
LO2 Critically evaluate how marketing strategy differs across marketing contexts.
LO3 Develop a marketing strategy based on a sustainable competitive advantage.
This is an advanced marketing level course that assumes prior study of marketing concepts through completion of 156.700 Fundamentals of Marketing, or equivalent.
156.757 Marketing Strategy is not a compulsory course, but it one of three advanced marketing courses in the Master of Management (Marketing) . Students must pass two of the three advanced courses to complete Part 1 of the Marketing specialisation.
Following completion of Part 1, students who achieve the required grade point average may progress to Part 2 (156.894 Professional Practice) to complete the Master of Management (Marketing).
Role in the development of programme learning goals
Here is a summary of how this course relates to the Master of Management graduate profile.
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A graduate of the Master of Management will demonstrate the following attributes and skills: |
Relevance to 156.757 Marketing Strategy |
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1 The graduate will have developed an international perspective on the discipline understudy |
Supported through detailed examination of international marketing strategy |
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2 The graduate will have further developed in-depth knowledge and skills in the discipline understudy, either through professional experience or professional education programmes related to the discipline understudy |
Supported through detailed study and application of knowledge and skills related to marketing strategy |
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3 The graduate will understand and be able to apply investigative and professional attributes to the business environment |
Supported through written assignments require that critical thinking and application of knowledge to solve business problems |
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4 The graduate will be practised in clearly and concisely communicating investigative findings in oral and written form |
Supported through three written assignments and in- class discussions |
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5 The graduate will be able to work independently and in teams and to interact effectively with colleagues, clients and other professionals in the field |
Supported through independent work on written assignments, and interactions through class discussions, ad hoc groups in practice workshops, and effective communication in the online forums. |
Overview of the topics covered
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MODULE 1: Marketing Strategy |
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Week 1 |
Strategic marketing decision making |
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Week 2 |
Customer - customer heterogeneity (segmentation) |
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Week 3 |
Customer - customer dynamics (customer lifecycles and evolution of loyalty) |
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Week 4 |
Competitor - sustainable competitive advantage 1 (customer equity, branding) |
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Week 5 |
Competitor - sustainable competitive advantage 2 (offerings and relationships) |
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Week 6 |
Oral examination (Debate) |
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MODULE 2: Distribution and Retail Strategy |
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Week 7 |
An overview of market entry strategy |
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Week 8 |
Strategic Distribution and Retail Strategies |
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Week 9 |
Technology and Distribution |
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MODULE 2: International Marketing Strategy |
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Week 10 |
International corporation and competitor: International marketing strategy |
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Week 11 |
International customer: political-legal (formal) and cultural (informal) environment |
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Week 12
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Future of international marketing |
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Formal Requirements to pass this course
This course is assessed through one in-class test and three written assignments. There is no final examination. You must achieve an aggregate mark of 50% overall assessments to pass this course.
NB. Due to the potential of national COVID alert level changes in 2021, please refer to the course Stream site for updated information regarding lectures, assessments, etc. This information will be regularly updated if the situation changes.
The assessment at a glance
LO1 Discuss theories of marketing strategy
LO2 Critically evaluate how marketing strategy differs across marketing contexts.
LO3 Develop a marketing strategy based on a sustainable competitive advantage.
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Learning Outcomes |
Percentage Weighting |
Due Dates |
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Oral examination (Debate) |
LO 1 LO 2 |
30% |
To be confirmed |
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Case Study |
LO 1 LO 3 |
30% |
To be confirmed |
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Report |
LO 1 LO 2 LO3 |
40% |
To be confirmed |
Assessment 1: Oral examination (Debate)
Format
Assessment 1 details are to be confirmed.
Assessment 1 will cover the material from Weeks 1-5. Worth 30%
Assessment 2: Written Assignment
Format
A case study for Assessment 2 will be provided on Stream by the sixth week of the semester. Students are required to analyse a strategic problem in distribution and retail marketing, and prepare an individual report, including environmental analysis, distribution and retailing
strategies analysis, together with relevant strategic marketing theory, provide a robust, evidential basis for your analyses and recommendations.
Worth 30%
Assignment submission
Submission deadline: To be confirmed.
Assessment 3: Written Assignment
Internal format
The material for Assessment 3 will be provided on Stream by the ninth week of the semester. Students are required to analyse a strategic problem in international marketing, and prepare a collaborative group report, including identifying the strategic problem, outlining relevant
strategic marketing theory, analysing the situation, drawing conclusions, and making a recommendation.
Worth 40%
Assignment submission
Submission deadline: To be confirmed.
Marking guides for the written assignments will be provided with the assignment materials when these are released.
Part of the assessment for this course will involve working collaboratively with other students
in a group or team. While working collaboratively comes with challenges, it has many
benefits, including not only the division of workload, but the sharing of diverse skillsets, areas of knowledge, and perspectives. When supporting one another to value and respect what each individual brings, this process can enhance the quality of the final product and the learning of every participant.
We recognise that collaborative work can sometimes be challenging (especially when you start
a new task with a new set of individuals), but the skills you will develop as you engage with, learn from, and support others will be invaluable as you progress through your studies and beyond Massey. You will be not only focusing on course-specific content through this assessment, but developing a raft of other valuable competencies.
To help you and your peers be successful in your collaborative work, remember to implement
goodtime management skills (it is not just your deadline, but a shared deadline),focus on effective interpersonal and communication skills (verbal and non-verbal), and recognise and value the diversity each member brings to the assessment task. Remember, too, that taking the time to get to know your new group or team members before you start the actual
assessment task will go along way to realising the benefits and minimising some of the challenges.