MARKETNG 7032 - Strategic Brand Management (M)

North Terrace Campus - Trimester 1 - 2024

The course examines the development and implementation of marketing strategy by providing a framework from which to identify and evaluate strategic options and programs. Topics: forecasting and contextual possibilities, product category life cycles and strategic implications, product-market definition, relationships with channels of distribution, relationships with customers, competitive analysis, models for marketing strategists, portfolio models, strategic assessment of offerings, marketing strategy implementation systems. This course requires that students have a strong foundation of marketing knowledge gained from Introduction to Marketing (in particular a knowledge of market segmentation).

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Course Details

Course Code	MARKETNG 7032
Course	Strategic Brand Management (M)
Coordinating Unit	Marketing
Term	Trimester 1
Level	Postgraduate Coursework
Location/s	North Terrace Campus
Units	3
Contact	Up to 3 hours per week
Available for Study Abroad and Exchange	Y
Prerequisites	MARKETNG 7104
Assessment	Quiz, Project, Participation, Exam

Course Staff

Course Coordinator: Harriet Gray

Course Timetable

The full timetable of all activities for this course can be accessed from Course Planner.

Course Learning Outcomes

On successful completion of this course, students will be able to:

1	Compare and contrast the key principles of marketing strategy
2	Explain marketing and strategy concepts and ideas in their own words
3	Think strategically about marketing issues and provide recommendations
4	Successfully work as a team
5	Deliver an oral presentation in a professional, engaging manner
6	Prepare a professional, logical and coherent report in the form of a marketing plan

University Graduate Attributes

This course will provide students with an opportunity to develop the Graduate Attribute(s) specified below:

University Graduate Attribute	Course Learning Outcome(s)
Attribute 1: Deep discipline knowledge and intellectual breadth Graduates have comprehensive knowledge and understanding of their subject area, the ability to engage with different traditions of thought, and the ability to apply their knowledge in practice including in multi-disciplinary or multi-professional contexts.	1,2,3,6
Attribute 2: Creative and critical thinking, and problem solving Graduates are effective problems-solvers, able to apply critical, creative and evidence-based thinking to conceive innovative responses to future challenges.	1,2,3,6
Attribute 3: Teamwork and communication skills Graduates convey ideas and information effectively to a range of audiences for a variety of purposes and contribute in a positive and collaborative manner to achieving common goals.	4,5,6
Attribute 4: Professionalism and leadership readiness Graduates engage in professional behaviour and have the potential to be entrepreneurial and take leadership roles in their chosen occupations or careers and communities.	ALL OBJECTIVES
Attribute 5: Intercultural and ethical competency Graduates are responsible and effective global citizens whose personal values and practices are consistent with their roles as responsible members of society.	4
Attribute 8: Self-awareness and emotional intelligence Graduates are self-aware and reflective; they are flexible and resilient and have the capacity to accept and give constructive feedback; they act with integrity and take responsibility for their actions.	4,5

Learning Resources
Required Resources
Due to the complexity of the subject, many texts can aid understanding. The main text is:
- Walker, O,. Gountas, J,. , Mavondo, F,. Mullins, J,. Marketing Strategy: A Decision-Focused Approach. McGraw-Hill, 2015 (or an earlier version).
- The key references (as recommended resources) are listed in 3.2.
Aaker D, Mills M 2005 Strategic Marketing Management, Pacific Rim edition, Wiley

Best R, 2005, Market Based Management, 4th edition, Pearson

Brown L, 1997 Competitive Marketing Strategy, 2nd edition, Nelson ITP

Jain S, 2004 Marketing Planning and Strategy, 6th edition, Thomson

Hou W C, 2013 Sun Tzu and The Art of War, Pearson
Recommended Resources
- Aaker, D.A., and Mills, M.K, Strategic Market Management, (Pacific Rim Edition): Brisbane, Wiley, 2005;
- Best, R., Market-Based Management – fourth edition, Pearson, 2005;
- Brown L., Competitive Marketing Strategy - second edition, Nelson ITP, 1997;
- Jain, S. Marketing Planning & Strategy – sixth edition, Thomson. 2004;
- Wee Chow Hou et al, Sun Tzu War & Management, Addison-Wesley, 1991
- A range of additional articles is also provided to add depth of understanding on the subject area and to provide information on the latest thinking within the discipline.
Periodicals:
- Asian Wall Street Journal;
- European Journal of Marketing;
- Fortune;
- Harvard Business Review;
- The Economist.
- Read also the Business Section of The Australian and The Age.
Additional case studies and articles will be distributed in class or via MyUni.
Online Learning

To enhance online learning, sessions will be recorded.
Learning & Teaching Activities

Learning & Teaching Modes

Seminars are 3 hours each week. The classes will be a mix between discussion, class exercises and/or student presentations along with the presentation of a new topic by the lecturer.

Students are expected to attend all classes throughout the trimester. Students will be expected to have reviewed the topic to be discussed and attempted any set questions/exercises prior to each seminar. There is a strong assumption that students will engage in seminar discussions in an informed way as class participation is a major aspect of the learning experience.

Workload

The information below is provided as a guide to assist students in engaging appropriately with the course requirements.

The University expects full-time students to devote a total of 48 hours per week to their studies. This means that you are expected to commit approximately 9 hours for a three-unit course or 13 hours for a four-unit course, of private study outside of your regular clasess. Students in this course are expected to attend all classes througout the semester.

Learning Activities Summary

The course has a range of activities and discussion points. Learning activities include discussion in class, case studies, lecture content, videos, among other activities.

Specific Course Requirements

Please note you must have passed Marketng 7104.

To gain a pass for this course, a mark of at least 45% must be obtained on the examination as well as a total of at least 50% overall.
All assignments will be checked for plagiarism via TurnItIn through the MyUni website.

The University's policy on Assessment for Coursework Programs is based on the following four principles:

Assessment must encourage and reinforce learning.
Assessment must enable robust and fair judgements about student performance.
Assessment practices must be fair and equitable to students and give them the opportunity to demonstrate what they have learned.
Assessment must maintain academic standards.

Assessment Summary

Assessment Task	Task Type	Weighting	Learning Outcome
Strategic Marketing Plan	Group	30%	CLOs 1, 2, 3, 4 & 6.
Markting Strategy Reflections (two total)	Individual	30%	CLOs 1, 2 & 3
Participation	Individual	10%	All CLOs
Final Exam	Individual	30%	CLOs 1, 2 & 3

Assessment Related Requirements

Criteria that will be used to assess student's work are available in course Assessment Detail.
To gain a pass for this course, a mark of at least 45% must be obtained on the examination as well as a total of at least 50% overall. Students not achieving the minimum exam mark will be awarded no more than 49.
All assignments are to be lodged by the due date and time. A late assignment will be penalised 5% per day or part day (24 hours) and a weekend is two days. A late submission after an extension date will incur the same penalties.

Assessment Detail

No information currently available.

Submission

Extensions to the due date of individual assessment may be granted under special circumstances. An extension request based on illness or on exceptional personal circumstances must include the "Supporting Statement / Certification Form" that is page 4 of the Supplementary Assessment application available at: www.adelaide.edu.au/student/exams/pdfs/supp_applic.pdf

Students applying for an extension based on medical reasons must visit their medical practitioner, with that approved University form, and have the medical practitioner complete it. A normal doctor's certificate will not be accepted. For supplementary examination on compassionate grounds refer to: http://www.adelaide.edu.au/student/exams/pdfs/supp_applic.pdf
Quality of English expression is considered to be an integral part of the assessment process. Marks may be deducted because of grammar and spelling.

Presentation of Assignments
Please retain a copy of all assignments submitted.
Markers can refuse to accept assignments which do not have a signed acknowledgement of the University’s Policy on Plagiarism: www.adelaide.edu.au/policies/230/.
For this course, students are required to submit their assignment via MyUni
It is the students’ responsibility to ensure that copies of assignments have been received by the teaching staff.
Assignment Guidelines including Referencing Details

A copy of the Communication Skills Guide will have been given to you at the beginning of your program. This guide will assist you structure your assignments. A copy of the guide can also be downloaded from http://www.business.adelaide.edu.au/about/publications/colour_communication_skills.pdf

This publication also provides guidelines on a range of other important communication skills including writing essays and management reports, making oral presentations etc. In preparing any written piece of assessment for your undergraduate studies it is important to draw on the relevant ‘literature’ to support critical analysis. Also essential is to reference the literature used. Correct referencing is important because it identifies the source of the ideas and arguments that you present, and sometimes the source of the actual words you use, and helps to avoid the problem of plagiarism.

Further assistance with referencing is available from the Faculty’s Learning Support Advisors. The contact details are provided on page 6 of the Communication Skills Guide.

Late Assignment Submission
Students are expected to submit their work by the due date to maintain a fair and equitable system. Extensions will generally only be given for medical or other serious reasons. All requests for extensions must be emailed to the lecturer in charge of the course before the due date. Each request will be assessed on its merits. A late assignment (without prior arrangement) will be penalised by a 5% mark reduction for each day that it is late.

Course Grading

Grades for your performance in this course will be awarded in accordance with the following scheme:

M10 (Coursework Mark Scheme)
Grade	Mark	Description
FNS		Fail No Submission
F	1-49	Fail
P	50-64	Pass
C	65-74	Credit
D	75-84	Distinction
HD	85-100	High Distinction
CN		Continuing
NFE		No Formal Examination
RP		Result Pending

Further details of the grades/results can be obtained from Examinations.

Grade Descriptors are available which provide a general guide to the standard of work that is expected at each grade level. More information at Assessment for Coursework Programs.

Final results for this course will be made available through Access Adelaide.

Student Feedback

The University places a high priority on approaches to learning and teaching that enhance the student experience. Feedback is sought from students in a variety of ways including on-going engagement with staff, the use of online discussion boards and the use of Student Experience of Learning and Teaching (SELT) surveys as well as GOS surveys and Program reviews.

SELTs are an important source of information to inform individual teaching practice, decisions about teaching duties, and course and program curriculum design. They enable the University to assess how effectively its learning environments and teaching practices facilitate student engagement and learning outcomes. Under the current SELT Policy (http://www.adelaide.edu.au/policies/101/) course SELTs are mandated and must be conducted at the conclusion of each term/semester/trimester for every course offering. Feedback on issues raised through course SELT surveys is made available to enrolled students through various resources (e.g. MyUni). In addition aggregated course SELT data is available.
Student Support
Policies & Guidelines
This section contains links to relevant assessment-related policies and guidelines - all university policies.
Fraud Awareness

Students are reminded that in order to maintain the academic integrity of all programs and courses, the university has a zero-tolerance approach to students offering money or significant value goods or services to any staff member who is involved in their teaching or assessment. Students offering lecturers or tutors or professional staff anything more than a small token of appreciation is totally unacceptable, in any circumstances. Staff members are obliged to report all such incidents to their supervisor/manager, who will refer them for action under the university's student’s disciplinary procedures.

The University of Adelaide is committed to regular reviews of the courses and programs it offers to students. The University of Adelaide therefore reserves the right to discontinue or vary programs and courses without notice. Please read the important information contained in the disclaimer.

Authorised by:	Deputy Vice-Chancellor and Vice-President (Academic)
Maintained by:	Course Outlines Administrator